New RID insect repellent campaign asks for nomination to trek through Amazon in their undies

A new campaign for RID insect repellent is asking users to nominate a friend or relative to test the product by trekking through the jungle in their underwear, with only half their body protected by the repellent.

The campaign created by Publicis Mojo Brisbane, is called the ‘The RID Amazon DT Challenge’, and aims to reinvigorate the Australian brand against incumbent Aerogard which has 50 per cent market share, compared with RID’s 15 per cent.

The new campaign has been launched on social media and was, according to the creative agency, inspired by RID’s inventor Doug Thorley,who was often seen at dusk walking in swampy paddocks dressed in a white singlet and shorts and covered in his latest concoction of insect repellent.