Pest control brand Mortein has retired the iconic Louie the Fly after 54 years as the brand ambassador, conceding Louie no longer represents the brand's broader range.
Mortein has decided ditch Louie for a marketing approach that plans to focus on the "high-tech nature of Mortein products".
Louie the Fly was created in 1957 by cartoonist Geoff Morgan, with the accompanying jingle composed by author Bryce Courtenay. Louie would get killed in every ad only to be resurrected in time for the next campaign.
Reckitt Benckiser marketing director Chris Tedesco said: "It was a hard decision, but Mortein has decided to kill off Louie the Fly once and for all. Mortein has advanced throughout the years and we believe it's time our face did as well.
"Mortein now kills cockroaches, spiders, mosquitoes, ants, silverfish and many more pests. In fact, Mortein is not just about killing a bigger range if bugs, but has continued to innovate beyond fly sprays and we feel Louie can no longer showcase the advancements of the complete Mortein range."
Actor Ross Higgins who has voiced Louie the Fly for the past five decades said: "Nothing ever lasts forever. It is a sad farewell to an iconic and loveable character. I guess Louie finally ran out of lives but he can be proud of a very good innings."
Reckitt Benckiser has given Louie a reprieve in the digital sphere, with the creation of a Louie the Fly Facebook page.
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