EXCLUSIVE: Mortein is reconsidering its controversial decision to ditch Louie the Fly, with the pest control brand now asking the public - who want him back - to determine the mascot's fate.
News of Louie’s axing was met with shock last week. An online poll conducted by AdNews found more than 85% of respondents thought it was a bad decision to swat Louie.
Reckitt Benckiser marketing director Chris Tedesco said in a statement: "We have been amazed by the incredible reaction to our announcement. We know that Louie has a special place in Australians' hearts but we weren’t expecting such an outpouring, therefore we felt we needed to respond. If the public wants to continue seeing their beloved Louie on TV screens then they can vote to save him on his Facebook page."
Earlier this week, Tedesco had told AdNews that Louie would be featured in a final round of advertising which would see the character squished for good.
“Given his history with the brand we would be remiss to ditch him without any formal goodbye. So he will be featured in advertising at the beginning of the season but after that – well, part of his send-off will be critical to the campaign.”
The campaign by Euro RSCG launches this Sunday across television, outdoor, print and social media.
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