Sleek, award-winning, and designed for both form and function, the Goodnature Mouse Trap reflects the values of today’s conscious consumer – humane, toxin-free, and smart pest control.
I worked with Goodnature to bring their newest product to market across traditional channels, like paste-up street posters, through to emails, digital ads and social media placement. From Tease to Trust, this campaign launched in three stages to build curiosity, educate, and convert.
1. Tease Stage – A Glimpse of Design
In the early phase, audiences were given subtle hints of something new. Tight crops of the trap’s curves and form, minimal copy, and bold colours piqued interest and suggested something more design-led than your average hardware-store snap trap. It sparked questions: What is that? Is that... a mouse trap?
2. Reveal Stage – The Great Comparison
We then revealed the full visual split: one side, a dated or problematic pest control method; the other, the refined, toxin-free Goodnature trap. The posters spoke directly to consumer instincts – cleanliness, modernity, ease – and paired them with emotive contrasts: safety vs harm, clever vs crude.
3. Final Positioning – Set, Forget, Relax
The campaign closed with clarity and calm. The Goodnature Mouse Trap isn’t just effective – it’s safe around whānau, pets, and the places we love. No poisons. No stress. No late-night checking. Once set, it resets itself. Smart tech handles the work so you don’t have to.
Campaign Messages:
Design matters: The trap is as smart on the inside as it is beautiful on the outside.
No poisons, no mess: Toxin-free control that keeps pets, kids, and nature safe.
Effortless performance: Automatically resets and monitors itself – no checking, no guesswork.