Client: Raid (SC Johnson) | Category: FMCG, Home Care, Pest Control, Insecticide | Discipline: Key Visual Design, POSM, Retail Display | Scope: Key Visual Design, Campaign Visual System, In-Store Display Unit, Retail Communication | Market: Cambodia | Retail: Modern Trade (AEON) | Agency: Laugh Contagious Communications, Kuala Lumpur
Most insecticide creative competes on one note: kill power. But Cambodia is a fast-growing FMCG market where consumers increasingly want a home care brand to feel as considered as the rest of their household — and a campaign reaching it deserves more than a translation pass. For Raid's Cambodia campaign, we built a market-specific system around a confident, credible promise: Maximum Protection, Maximum Confidence.
Raid Cambodia "Maximum Protection, Maximum Confidence" — the hero key visual, anchored on three concrete proof pillars: No.1 in USA credibility, a 5-second performance claim, and a four-variant scented range.
The key visual is anchored on three concrete proof pillars rather than vague reassurance — Raid's "No.1 in USA" credibility, a fast-acting 5-second performance claim, and a four-variant scented range (Odorless, Lavender, Blossom, Floral) that gives a functional category a near-personal-care sensory appeal. A bold purple-and-magenta palette, a confident brand spokesperson, and clear Khmer-language communication make the proof points instantly readable. The campaign then carried from key visual into the retail floor itself — a fully built in-store display unit deployed in modern trade, bringing Raid's confident new look to life at the AEON shelf where Cambodian shoppers actually decide. From hero KV to floor-standing display, the work positions Raid as the trusted, modern, confident choice in Cambodian home protection.
The campaign on the retail floor — a fully built free-standing display unit deployed in modern trade at AEON Cambodia.
A key visual sets the idea; a built retail display proves it. For Raid Cambodia, the campaign ran the full distance — from the hero KV through to a free-standing in-store display unit deployed in modern trade, translating the brand's confident new positioning into a physical structure shoppers walk up to and buy from. As a creative agency in Kuala Lumpur producing work across Southeast Asia, we build market-specific campaigns end-to-end — key visuals, POSM, and retail displays — for Cambodia, Vietnam, Thailand, Malaysia, and the wider region, for FMCG, home care, and consumer brands operating across multiple markets.
Capabilities applied to this project: Raid Cambodia campaign, Cambodia FMCG campaign, Cambodia key visual design, Cambodia POSM design, pest control campaign design, insecticide brand campaign, home care FMCG campaign, retail display design Cambodia, in-store activation Cambodia, modern trade POSM, cross-border FMCG agency Southeast Asia, KL agency for Cambodia brands, SC Johnson creative agency Southeast Asia, FMCG key visual design Kuala Lumpur.
Got a Cambodia campaign that needs to run from key visual all the way to the retail floor? Let's build it end-to-end.
