Natrapel Dares to Ditch the Deet

Tender Corporation’s Natrapel was used to being the King Bee among natural insect repellent brands. But competing brands were beginning to put the sting on sales and distribution. Ethos  research revealed most repellent category consumers were highly distrustful of DEET, but didn’t really believe existing natural options would be effective. One thing was clear: they wanted a DEET free  repellant that actually worked! So Tender went to work. After a complete  reformulation and extensive testing to support Natrapel’s 8 hour claim, Ethos developed new packaging and a crystal clear “Ditch the Deet” campaign. Unfortunately for mosquitoes  – Natrapel is now back into major retailers throughout North America - and rebuilding it’s leadership status.