Stop the RacCoons

Scan

InSinkErator owned 80% of the disposer market. Half of U.S. homes still didn’t have one. They had just accepted that smelly garbage, leaky trash bags, and unwanted pests were a part of life. Getting them to care about a garbage disposal meant making them care about a problem they’d stopped noticing.

Spot

Research identified the universal enemy hiding in plain sight: stinky garbage and the raccoons it attracts. Touting features of the InSinkErator wasn’t going to cut it. It was time to show how only it could Stop the Raccoons.

Rally

A TV campaign showed the contrast between the InSinkErator haves and the have-nots: a man silently swiping scraps down his sink vs. his neighbor’s trash bin hosting a whole raccoon party. Social content introduced individual raccoons by their “garbage gangster” nicknames. A campaign microsite guided first-time buyers through every hesitation (old pipes, septic concerns, installation anxiety) with humor and tips at every step.

Score

70%
increase in unaided awareness
6X
lift in engagement

In print, we paired our trash-loving characters with the product itself, showing how silent operation, quick cleanup, and zero smell made these trashy tyrants disappear. The raccoons grabbed attention, then the product details sealed the deal.

Fun raccoons were great, but we didn’t stop there. We created a YouTube content series to help people better connect with rational messages highlighting the power and quiet of the disposals. “The Amazing Disappearing Turkey Carcass Trick,” “Knife Tips for Dips,” and “How to Peel Potatoes Like a Ninja” showcased product performance through entertaining, useful content.

We built a seamless digital experience following the raccoon story from awareness (meet the chaos) to consideration (see how the product solves it) to conversion (find your model, buy). Targeted segments got messaging that addressed their specific concerns (septic systems, old plumbing, installation) while keeping the raccoon thread alive.

In priority markets, we plastered neighborhoods with oversized WANTED posters of our raccoon criminals near hardware and home improvement stores. The stunt turned heads, sparked conversations, and drove people to StopTheRaccoons.com.

“People who haven’t already considered a garbage disposer are hard to convince. With Meerkat’s help, our campaign created an iconic raccoon nemesis to grab their attention and put InSinkErator disposers into serious contention for a clean, modern kitchen.”
Carol
VP Marketing, InSinkErator
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