Raid is a brand name insecticide produced by SC Johnson, first launched in 1956.
The initial active ingredient was the first synthetic pyrethroid, allethrin. Raid derivatives aimed at particular invertebrate species can contain other active agents such as the more toxic cyfluthrin, another synthetic pyrethroid.
The long-running advertising tagline for Raid is "Raid Kills Bugs Dead". The line was first used in commerce in 1966 and was trademarked in 1986. Legendary animation director Tex Avery was the producer of the "Kills Bugs Dead" commercials, which were very successful for the company.
It was part of a successful advertising campaign during the 1980s and 1990s. Conjuring up images of an Eliot Ness-style raid on an illegal bar during Prohibition, the television spots featured cartoon bugs plotting some silly scheme like invading a kitchen, only to be foiled by the magical appearance of the product which swiftly dispatched the bugs to various giddily horrible deaths. The bugs would scream, "RAID!" and then a huge cartoon-style explosion would occur.
"Kills Bugs Dead" slogan
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