The Combat brand, specialized in cockroach control in the United States, had gone several years without innovations. Its focus was limited to leadership in cockroach traps, which reduced its relevance among consumers and compared to the leading brand, Raid.
This project marked Combat’s return to innovation in a category highly regulated by the FDA and state regulations, which vary by region. Thanks to the collaboration between Henkel’s local team in Scottsdale, Arizona, and the global teams in Düsseldorf and Barcelona, three new initiatives were brought to market in a record time of three years, and were very well received by distributors: Combat Gel Syringe, Combat Foam Aerosol, Combat Ant Double Bait.
