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Key Information

Mortein is an Australian brand of household insecticide owned by the British company Reckitt. Together with its sister product Aerogard, a popular insect repellent, Mortein is widely used in Australia and is marketed internationally. It is also available in New Zealand,[1] India,[2] Pakistan,[3] Fiji, and the Comoros. The brand has been represented in television commercials by cartoon antagonist Louie the Fly.

In 1969, the Samuel Taylor company was bought by the British company Reckitt & Colman.

Creation

[edit]

Mortein was made its first appearance as an insecticidal powder in the 1870s by J. Hagemann, a German immigrant to Australia. It is believed that Hagemann himself came up with the name Mortein, with a little help from his French wife. The word "Mortein" is a combination of the French word "mort" (dead) and the German word "ein" (one).[4]

Hagemann used crushed chrysanthemum flowers to produce a pyrethrum extract powder. In the 1920s a squeeze puffer was developed. Hagemann introduced a liquid version in 1928, combining this with kerosene and had a flit gun designed which allowed the insecticide to be sprayed into the air or onto the pests themselves.[5]

Slogan

[edit]

Mortein's slogan is "More smart, more safe, Mortein." The brand's previous long time slogan and logo was "When you're on a good thing stick to it", accompanied by an illustration of a running dog with an insect attached to the tip of its tail.

Formula

[edit]

Mortein "Insect Seeking Fly Spray" uses the active ingredients Allethrin (2.09 g/kg) and Resmethrin (0.39 g/kg), both Pyrethroid neuro-toxins. One study found an association between exposure to pyrethroids and attention-deficit/hyperactivity disorder (ADHD) in male, but not female, children.[6] Another study found an association between exposure to pyrethroids and the prevalence of biochemical markers for ADHD in developing mice.[7] There is evidence that continuous exposure to pyrethroid-based mosquito repellents can lead to adverse health effects. Studies have shown significant increase in the levels of plasma glucose, phospholipids, nitrite and nitrate, and lipidperoxides with a decrease in plasma cholesterol.[8] It is also shown that inhaling d-trans-Allethrin can irritate the nose, throat and lungs. High exposure may cause headache, dizziness, irritability, seizures, and a loss of consciousness. Exposure may also cause a skin allergy or asthma-like allergy, and damage the liver and kidneys.[9]

Pyrethroids break down in the environment after one or two days.

Louie the Fly

[edit]

The company is well known for its popular animated villainous mascot "Louie the Fly", who has been drawn and animated by Geoffry Morgan Pike since 1957. The concept was the brainchild of the late author Bryce Courtenay.[10] Paired with a jingle created by James Joseph (“Jimmy”) White and used in animated TV commercials since 1962, he proudly sings of his own dirtiness, claiming to be afraid of no-one except "the man with the can of Mortein." The character and ditty was sung by Sydney singer Neil Williams, and later actor and comedian Ross Higgins, best known as Ted Bullpitt in Kingswood Country,[11] and voice actor Lee Perry.[12]

The music and lyrics for the jingle were written by James Joseph White and the copyright of the music and lyrics was held by him until his death.[13] The copyright then was inherited by his relatives. The copyright of the jingle is registered with the Australasian Performing Right Association.[citation needed]

In 2017, the National Film and Sound Archive added the Louie the Fly Mortein jingle to the Sounds of Australia register for songs of "cultural, historical and aesthetic significance and relevance".[14]

References

[edit]
[edit]
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Mortein

View on Grokipedia
from Grokipedia
Mortein is a leading brand of household insecticides, primarily known for products that protect against flies, mosquitoes, and other common pests, with origins tracing back to the 1870s in . Developed initially as an insecticidal powder derived from extract in flowers by German immigrant J. Hagemann, the brand's name combines the French word mort (meaning "dead") and the German ein (meaning "one"), reflecting its purpose as a definitive insect killer. In the late , Hagemann partnered with entrepreneur Samuel Taylor to expand production, though the business faced challenges until its revival in 1909 by F.S. Steer and Thomas Jackson, leading to the formation of Samuel Taylor Pty Ltd in 1937. Key innovations marked Mortein's evolution from powder to modern formats, including the introduction of a squeeze puffer dispenser in the 1920s, a liquid pump pack in 1928, and Australia's first product, the Pressure Pak, in 1953. The brand pioneered television advertising in starting in 1956 with infomercials, later featuring the iconic "Louie the Fly" character in campaigns that boosted its cultural recognition. Acquired by Reckitt & Colman (now ) in 1969, Mortein has grown into a global powerbrand under Reckitt's portfolio, ranking as the world's No. 2 in and available in markets including , India, Pakistan, and the (where it was formerly marketed as Shelltox or Shieldtox). Today, Mortein's product range encompasses a wide variety of formats such as sprays, coils, baits, plug-ins, and vaporizers, emphasizing effective, family-safe protection against disease-carrying insects like those transmitting dengue and . The brand continues to innovate with initiatives like disease prevention campaigns, such as providing free mosquito coils during crises in regions like , underscoring its commitment to beyond commercial sales.

History

Origins and Early Development

Mortein originated in the when J. Hagemann, a German immigrant to , developed an insecticidal powder to combat the country's prevalent insect pests. Drawing from natural sources, Hagemann extracted from flowers to create this early formulation, which targeted household and rural insects effectively. Initial manufacturing occurred in , where the powder was produced and marketed primarily for domestic insect control, earning it recognition as "The Great Insect Destroyer." By the late , it had gained traction in households and rural areas, becoming a practical solution for managing flies, , and other pests in an era before synthetic chemicals. Its adoption reflected growing awareness of in Australian homes during this period. In the , the Mortein company introduced the squeeze puffer dispenser, improving application of the powder. In 1928, the Mortein company advanced the product by introducing a liquid formulation that incorporated as a carrier, enabling more versatile application. This version was distributed using a newly designed pack, known as the traditional , which allowed users to spray the directly into the air or onto pests. The marked a significant step in Mortein's evolution, enhancing its ease of use and solidifying its role as an essential household item in early 20th-century . In 1953, the company launched Australia's first product, the Pressure Pak. By the mid-20th century, Mortein's foundational success led to its acquisition by larger corporate entities, including eventual ownership under in 1969.

Ownership and Expansion

In the early , specifically in , F.S. Steer and Thomas Jackson acquired the Mortein business from its previous owners following a period of after Samuel Taylor's death in 1895, reviving and expanding its distribution as part of Samuel Taylor Pty Ltd, which was formally established in 1937. This acquisition enabled broader national reach in , transforming Mortein from a niche insecticidal powder into a more widely available product through innovations like the squeeze puffer in the 1920s and pump packs in 1928. In 1969, the British company acquired Samuel Taylor Pty Ltd, integrating the Mortein brand into its growing multinational portfolio of household goods and leveraging its established market position for further development. Under 's ownership—now known as Reckitt following mergers and rebranding—Mortein benefited from enhanced research, production capabilities, and global distribution networks, solidifying its role as a key line alongside brands like Mr Sheen. Expansion beyond commenced in the 1990s, with launches in key markets including in 1993, followed by entries into , , , , , , the Philippines (where it was formerly marketed as Shelltox or Shieldtox), and various African and Middle Eastern nations. This growth capitalized on Reckitt's international infrastructure to address regional needs, adapting products for local climates and regulations while maintaining core efficacy standards. Today, Mortein operates as a Reckitt-owned brand with its headquarters in , , yet achieves global reach in the household insecticide sector, serving diverse markets through tailored formulations and sustained innovation.

Products

Core Product Lines

Mortein offers a range of products primarily designed for and indoor , targeting common such as flies, mosquitoes, , , and fleas. The core lines include sprays, surface trigger sprays, bombs, and electrical diffusers, each formulated for specific application methods and pest types to provide quick knockdown and residual protection. These products have evolved from the brand's origins as an insecticidal powder in the to modern formats suited for convenient home use. Aerosol sprays form a foundational product line, delivering fast-acting formulas for direct contact. For instance, the Flying Insect Killer spray targets flies and mosquitoes with a single application, often incorporating technologies like static charge to seek out hidden pests in the Mortein Insect Seeking Fly Spray variant. Crawling Insect Killer address , , spiders, and fleas, providing immediate kill and up to several months of barrier protection on treated surfaces. Surface trigger sprays and liquid concentrates offer extended coverage for larger areas, suitable for indoor and outdoor perimeter treatments. Products like the PowerGard Trigger Surface Spray in 750ml bottles kill and repel crawling insects such as and for up to nine months indoors, while the 2L DIY Surface Spray version allows dilution for broader application against spiders and fleas. Insecticide bombs provide fumigation-style area treatment for severe infestations, releasing a that penetrates cracks and crevices. The Kill & Protect Control Bombs target multiple crawling pests including , fleas, , spiders, , and moths, breaking breeding cycles with growth regulators for up to three months of protection. Electrical diffusers deliver ongoing, odorless control through vaporization, ideal for continuous indoor use. Plug-in liquid vaporizers, such as the Mortein Cordless Electric Liquid Vaporiser, repel mosquitoes within 10 minutes and provide up to 60 nights of protection per refill. Automatic diffusers like the NaturGard Multi-Insect system release timed bursts to control flies, mosquitoes, , and in homes and enclosed spaces. Complementing these insecticide lines, Mortein’s sister Aerogard focuses on personal repellents rather than killing agents, using formats like sprays and lotions for skin application to prevent bites from and flies.

International Variants

Mortein was first introduced to the Indian market in through a launch in , featuring localized packaging tailored to regional preferences and distribution networks focused on urban and rural accessibility. This initial rollout included coils, mats, and aerosols, establishing an early market presence before national expansion. In 2024, Mortein launched India's first 2-in-1 spray providing protection against both and . In tropical regions such as and , Mortein products have been adapted to prioritize , addressing high prevalence through sprays and coils effective against disease-carrying vectors. These variants emphasize rapid knockdown for flying insects in humid environments, supporting local efforts. African markets, including and , feature Mortein variants designed for and infestations. In Kenya, crawling insect killers like Doom Powergard target persistent pests in urban households, while Egyptian offerings include multi-insect sprays for indoor use. During the 2000s, Mortein expanded its lines in and the with market-specific introductions, such as multi-insect killers in the Philippines emphasizing dengue prevention. These adaptations were facilitated by Reckitt's global ownership, enabling tailored formulations for local pest challenges.

Marketing and Advertising

Slogans and Branding

Mortein's branding strategy has undergone significant evolution since its early days, with serving as central elements in building consumer trust and market presence in . Initially positioned as a practical solution for control in the post-war era, the brand transitioned toward emphasizing reliability and long-term through its messaging. The original , "When you're on a good thing stick to it," debuted in the mid-20th century and underscored the product's dependable performance, encouraging repeat use among households. This phrase, featured prominently in advertisements as early as , became emblematic of Mortein's commitment to consistent and contributed to its status as a staple in Australian homes for decades. Its endurance highlighted a branding approach rooted in and familiarity, aligning with the era's focus on essential, no-nonsense . By the 2000s, Mortein refreshed its identity to reflect advancements in formulation and consumer priorities, introducing the slogan "More smart, more safe, Mortein." This update positioned the brand as innovative and user-focused, stressing smarter application methods and enhanced safety for family use. The shift marked a broader reorientation from a purely functional essential in the 1950s—targeted at basic pest elimination—to a modern protector emphasizing ease, effectiveness, and household well-being. These slogans have cemented Mortein's place in Australian advertising history, with the original's longevity spanning over 50 years and the current iteration reinforcing its leadership in the category. For international markets, such as under Reckitt's ownership, the branding adapts by retaining core themes of reliability and innovation while tailoring messaging to local cultural contexts and pest challenges. The slogans integrate seamlessly with mascot-driven campaigns, amplifying their reach and memorability across diverse audiences.

Louie the Fly Campaign

The Louie the Fly campaign was introduced in 1957, shortly after the launch of , as an animated anthropomorphic designed to promote Mortein . Created by advertising executive at the McCann-Erickson agency, the character was animated by Geoff Pike and voiced in a Chicago gangster style by actor Ross Higgins, portraying Louie as a cheeky, disease-spreading pest originating from a rubbish tip. Central to the campaign was its memorable , composed by musician James Joseph "Jimmy" in 1962, with that humorously depicted Louie boasting about his filthy habits before meeting his demise from Mortein spray: "I'm Louie the Fly, Louie the Fly / Straight from the rubbish tip to you / I eat the that you leave behind / And I contaminate the rest / I'm Louie the Fly, Louie the Fly / But don't worry, I'll be gone soon / 'Cause Mortein will kill me dead." The , initially sung by Neil Williams and later re-recorded by Higgins, aired extensively on radio and early television, reinforcing the product's efficacy against flies. During the and , the campaign played a pivotal role in elevating Mortein's market position, transforming it into a leading household brand in through widespread TV and radio exposure that made Louie a household name. The character's villainous yet endearing helped drive brand recognition and consumer preference, solidifying Mortein's dominance in advertising during that era. In recognition of its enduring cultural impact, the Louie the Fly jingle was added to the National Film and Sound Archive's Sounds of Australia registry in 2017, honoring its status as one of 's most iconic advertising sounds for influencing popular memory and media. The campaign has seen several revivals, including a 2012 animated update by Worldwide, a 2022 relaunch extending Louie to variants, and a 2023 digital "Flyhunt" initiative by Host featuring elements like news-style tickers with Louie's image to engage modern audiences across online platforms.

Formula and Safety

Active Ingredients

Mortein products primarily utilize synthetic pyrethroids as active ingredients. For example, the PowerGard Flying Insect Killer contains at 3.15 g/kg, d-allethrin at 0.9 g/kg, and d-phenothrin at 0.9 g/kg. Other formulations, such as the Fast Knockdown Multi Insect Killer, include esbiothrin at 1.1 g/kg and at 0.5 g/kg. These compounds are chemically engineered analogs of the natural pyrethrins extracted from flowers, designed to enhance stability and efficacy while retaining low mammalian . As neurotoxins, these pyrethroids target the nervous systems of by binding to voltage-gated s in cell membranes, prolonging their opening and causing repetitive firing, hyperexcitation, , and eventual death. This mechanism is highly selective for due to differences in structure and enzymes compared to mammals. These pyrethroids also exhibit rapid environmental degradation, typically breaking down within 1-2 days through photolysis and , minimizing long-term residue accumulation. The use of active ingredients in Mortein traces back to the brand's origins in the 1870s, when founder J. Hagemann developed insecticidal powders from natural derived from crushed flowers. By the mid-20th century, following the invention of the first synthetic , Allethrin, in 1949, Mortein transitioned to these modern synthetic versions in formulations to improve consistency, potency, and resistance to degradation during storage and application. These concentrations adhere to standards set by the Pesticides and Veterinary Medicines Authority (APVMA) for household insecticides, ensuring safe use in domestic settings across and compliant export markets. APVMA approvals confirm the ingredients' efficacy against target pests while meeting toxicity thresholds for non-target organisms in controlled applications. In core spray products, these actives are dispersed via to provide rapid knockdown of flying insects.

Health and Environmental Impacts

Mortein products, which contain pyrethroid insecticides such as , allethrin, , and related compounds, pose potential health risks primarily through of vapors or mists, which can cause and coughing in sensitive individuals. Safety data sheets recommend using these products in well-ventilated areas and avoiding direct to minimize such effects. Additionally, epidemiological studies have linked higher levels of exposure in children to an increased risk of attention-deficit/hyperactivity disorder (ADHD), particularly hyperactive-impulsive symptoms, potentially due to neurotoxic effects on signaling. To enhance user safety, Mortein formulations are designed for low mammalian toxicity suitable for indoor applications, with product labels emphasizing storage out of reach of children and use of protective measures like gloves. In Australia, all Mortein products undergo rigorous evaluation by the Australian Pesticides and Veterinary Medicines Authority (APVMA), which assesses health risks through dietary exposure models and establishes safe usage guidelines to protect consumers. Environmentally, pyrethroids in Mortein exhibit relatively low persistence, degrading rapidly in sunlight and air within days to weeks, which limits long-term soil or water contamination from typical household use. However, these compounds are highly toxic to non-target aquatic and terrestrial insects, including pollinators like bees, where even low-dose exposure via drift or residues can cause mortality or impaired navigation. APVMA approvals incorporate environmental risk assessments to ensure compliance, focusing on minimal release scenarios for indoor and targeted outdoor applications. Internationally, while Mortein is not widely marketed in Europe, certain pyrethroids face restrictions under EU biocidal regulations due to concerns over aquatic toxicity and bioaccumulation, leading to bans on specific uses like agricultural spraying in some member states.

References

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  10. https://www.mortein.co.in/products/mortein-crawling-insect-killer-cockroach-killer-spray-425-ml-plus-200-ml-free/
  11. https://thebasewarehouse.com.au/products/mortein-powergard-750ml-trigger-surface-spray
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