Thermacell.

Thermacell is a compact insect repellent device  that creates a consistent 20sqm area of protection against mosquitoes and midges, allowing people to spend more time enjoying the outdoors without the risk of being bitten.

While the brand is well established in North America, the UK presents a different challenge. Here, mosquitoes and midges are often seen as an occasional nuisance rather than something people proactively prepare for, meaning awareness of the product category is relatively low.

Our brief was to build Thermacell’s profile in the UK, positioning the brand as an essential solution for gardens, staycations and outdoor entertaining while generating demand during its key spring and summer sales period.

• Increase awareness of Thermacell among UK consumers. 

• Position Thermacell as an innovative solution for outdoor insect protection. 

• Generate high-quality national, consumer, lifestyle and gardening media coverage. 

• Support seasonal product launches and retail partnerships. 

• Capitalise on timely opportunities to keep the brand front of mind throughout the spring and summer months. 

To maximise relevance, we built a proactive PR programme around the times consumers were most likely to be spending time outdoors. 

Alongside planned campaigns for new product launches and retail activity, we delivered a reactive press office that responded quickly to warmer weather, seasonal trends and topical conversations. This ensured Thermacell remained part of the wider discussion around outdoor living, rather than appearing solely in product-focused features. 

Our activity included: 

• Product launch campaigns for key ranges, including Thermacell On The Go and Mini Halo. 

• Expert commentary on mosquitoes, midges and outdoor living. 

• Product placements in buying guides covering staycations, gardening and alfresco entertaining. 

• Weather-reactive media outreach during periods of increased outdoor activity. 

• Retail partnership announcements, including the launch of Thermacell products in Hillier Garden Centres. 

• Ongoing proactive media relations across consumer, lifestyle, gardening and trade titles. 

Our strategic, seasonal approach generated consistent coverage throughout Thermacell’s peak sales period, raising awareness of both the brand and the wider insect protection category. 

Highlights included:

• 43 pieces of coverage.

• An estimated reach of more than 385 million.

• Coverage in leading titles including the Financial Times, Good Housekeeping, Kitchen Garden and Saga.

• Product placements positioning Thermacell alongside trusted recommendations for outdoor living.

• National, consumer, regional and trade coverage supporting both brand awareness and commercial activity.

• Extensive coverage surrounding Thermacell’s launch into Hillier Garden Centres.

By combining expert commentary, timely reactive PR and product-focused campaigns, we helped establish Thermacell as a trusted name in outdoor insect protection, ensuring the brand remained front of mind throughout the season.  

The success of the campaign led to our contract being extended, allowing us to continue building the brand’s presence and supporting its long-term growth in the UK.