Muskol touts its repulsiveness

New OOH ads are promoting the bug juice up north with a fun nod to the brand's heritage.

Muskol has unveiled new billboards to promote its mosquito repellant – with Cossette handling the media buys, and Réservoir, also based in Montreal, helming the creative.

The latest outing in a Canada-wide campaign that launched last spring with TV spots and magazine ads, the new OOH slogan proudly highlights the brand’s history and efficacy: ‘Repulsive Since 1951.’

‘Muskol is mostly about heritage,’ Réservoir co-founder Simon Boulanger tells MiC. ‘It’s a brand that’s been around for a long time.’

Targeting outdoorsy 25- to 54-year-old blue collar types, the billboards, rather than being placed in major urban centres, are located where mosquitoes are a nuisance in this country: along northern Quebec, northern Manitoba and northern Saskatchewan.