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Louie The Fly has been a consistent feature of Mortein’s TV, radio and newspaper advertising campaigns over the past fifty years, but the company has finally decided to let him go.
Mortein explains that Louie no longer represents what the brand stands for so it is time to say goodbye. “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 of bugs, but has continued to innovate beyond fly sprays and we feel Louie can no longer showcase the advancements of the complete Mortein range,” said Chris Tedesco, marketing director at Reckitt Benckiser, owner of Mortein.
Louie The Fly has been a recognisable figure in Australian households since 1957, when he was created by writer and cartoonist Geoff Morgan Pike and his catchy jingle written by author Bryce Courtenay. In fact, over 90% of Australians are said to recognise Louie and know the jingle (do you remember it?).
With such a high recall rate, do you think that it was a good move by Mortein to say goodbye to its brand ambassador? Will it be detrimental to the brand or did Mortein need a fresh start? Or is it all just a PR stunt? Let us know your thoughts – leave a comment below.
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The fact that the company that ‘killed’ him have already started a facebook campaign to ‘save’ louie the fly is a bit depressing…
They Can’t kill Louie the Fly, no!
I agree Louie is great he been there for 50 years . . my very first advert was Louie hes a great fly he deserves to stay im happy to see someone there that agrees with me Louie is 1 in a million on fly they cant do this!!
here’s another famous slogan Mortein would do well to remember – ‘when you’re on a good thing stick to it!’
do not “kill” him. They can make him better because he has become brand ambassador along time. The audients are eseasy to regconise Mortien products. Why does built more figures around him. I think that is better than “kill” him
Mortein’s never been much of a fly killer – they’ve been spraying him for years and he hasn’t died yet…
The Golden arches “M” McDonalds, Coke, Big M, Life Savers all have recognizable add slogans, “Louie the Fly” is synonymous with Mortein’s insect eradication slogan. Don’t kill Louie the Fly !!!
dont kill louie he is synonymous with mortein
please dont kill louie theres many a child hood memory of the jingle, and louie.
Don’t kill Louie the Fly off, Wake up Mortein, it’s like killing off Mickey Mouse from Walt Disney or the MGM Lion.
Louie is a Australian icon, and should not be killed off.
He’s a National Institution, you cannot kill him off.
You kill him off and you should go straight to rubbish tip!
No editing
Why kill louie, he has kids and grandchildren
Louie can retire and leave the work to his many children or grand children or great great great great children
For example there is his son Louie junior or Louise fly , or Louie lou ect
Why kill Louie his Auseme
I loved Louie as a kid and still do. My kids love him and I’d like my Grandkids to love him too. What is Mortein without Louie, just a killer. Really sad if he goes. x
leave louie the fly alone. I have grown up with him my grand children need to no all about him. LONG LIVE LOUIE THE FLY >
Are the powers that be at Mortein really thinking.Louie is instantly recognisable with their brand,giving them a great advantage on the supermarket shelf.Think about it Mortein moguls and leave our
Australian icon alone.
Save LOUIE the fly.
Why kill louie the fly off…… when you could introduce & very modern nephew (Marty the Blue Bottle Fly) to represent the modern new look & face of mortein.
Thus enhancing the Face of Mortein with the old (Louie & Mortein products) working together alongside the new (Marty the blue bottle fly & new & future new Mortein products).