Raid

Raid is the brand name of a line of insecticide products produced by S. C. Johnson & Son, first launched in 1956. The initial active ingredient was allethrin, the first synthetic pyrethroid. Raid derivatives aimed at particular invertebrate species can contain other active agents such as the more toxic cyfluthrin which is also a pyrethroid. As of 2019 Raid Ant & Roach Killer contains pyrethroids, imiprothrin, and cypermethrin; other products contain tetramethrin, prallethrin and permethrin as active ingredients. Raid Flying Insect Killer, a spray, uses piperonyl butoxide and D-phenothrin. "Raid Kills Bugs Dead" slogan The product's original advertising tagline from its introduction in 1956 until 2017, "Raid Kills Bugs Dead", was created by the advertising agency Foote, Cone & Belding. The phrase itself is often attributed to the poet Lew Welch, who worked for the agency at the time. The line was first used in commerce in 1966 and was trademarked in 1986. Noted animation director Tex Avery was the producer of the first "Kills Bugs Dead" commercials. Artist Don Pegler developed the bug characters used in the US and continued animating them for forty years. Pegler "codified the look, feel and animation" of the weird insects that run in fear of Raid, according to Steve Schildwachter, executive vice-president at Draftfcb.