Cutter-repellant

Cutter Insect Repellents unveils a modern new look as families head outdoors for the spring and summer

Spectrum Brands, Inc., the maker of Cutter® Insect Repellents, which for more than 50 years have protected families from mosquitoes and ticks, announced a brand refresh to meet the changing needs of today’s consumer. The refresh includes a new logo, an enhanced visual identity that includes redesigned packaging labels, as well as a more informative website.

As part of the refresh, the brand is better reflecting the lives and distinct needs of today’s families. Each Cutter product features fun, engaging and relatable illustrations inspired by happy times shared outside with a range of ages, and diverse, inclusive groups of users. In addition, distinct elements featured on brand packaging highlight key product benefits, including length of protection, DEET percentages and DEET-free alternatives. Shoppers will easily be able to locate the item that best suits their needs.

“For more than half a century, the Cutter brand has been a leader in providing people with tried-and-true protection that can be counted on to work every time,” said Steve Schwallie, Division Vice President-Home & Garden Marketing at Spectrum Brands. “As we look to the future, we wanted to create a distinctive visual identity that emotionally resonates with people who already use Cutter products and also allows us to attract new shoppers to our brand.”  

The brand’s new visual identity, developed with the help of Chicago-based Bluedog Design, features a palette of blues that evokes the calmness of the outdoors, with a summer orange accent that connects to sunshine and vibrancy. In addition, the brand’s revitalized logo features an arc of bubbles that signals reliability.

Shoppers will begin to see the new logo and packaging designs on retail shelves and online starting this spring. In addition, the brand is debuting a multimedia marketing campaign, which includes a series of “New Look, Same Protection” spots that will appear on Bravo, HGTV, TLC and the Food Network beginning in May 2022.

With a range of effective products, including Cutter Skinsations, Cutter Backwoods, Cutter Backwoods Tick Defense and Cutter Lemon Eucalyptus Insect Repellents, the brand offers personal insect protection to suit a variety of personalized needs. Designed with the outdoors and families in mind, Cutter products feature active ingredients like DEET and oil of lemon eucalyptus to help protect people of all ages.

To see the brand’s full portfolio of products, visit www.cutterprotects.com.

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