Despite all of its benefits, only half of U.S. households currently have a garbage disposer. These households must handle smelly garbage which also attracts pests. Specifically racoons.

The best thing disposers do is keep you from creating or handling smelly garbage. We just needed to dramatize that fact. We made the learning around smelly garbage welcome for consumers with “Stop the raccoons.” A campaign featuring gangs of raccoons attracted to trash in non-disposer homes. Our campaign further broke down barriers by guiding users through the evaluation process to becoming new
InSinkErator households.

Campaign increased engagement over SEM-only markets by 6X.

Digital drove 43,000 sessions, reaching a 22% goal completion rate.

6% test-market share increase led to roll out in 12 additional markets.

Three-city test market showed 4% lift in disposer sales at local home center retailers over four-month period.