Ask

Build SC Johnson's STEM presence across August and September, establishing a brand voice and a sense of community through organic content pillars rather than paid media.

Insight

Pest control has always been sold as a chore, but people experience bugs as an interruption to a home they worked hard to make nice.

Idea

Write STEM like a lifestyle brand instead of a pest brand, with pillars that treat bug season as a shared seasonal annoyance, make the product part of the room rather than an intervention in it, and give people language for a grudge they already have.