The objective of the new Raid packaging is to establish the brand as a strong toxic killer of insects. The current packaging does not take advantage of the toxic nature of the product to get the job done, and instead relies on whimsical and lighthearted campaigns to sell the product. Borrowing graphic elements and forms from crime scenes and toxic signs, the new Raid is designed for people that have no sympathy for bugs and just want to kill them. The new Raid is unforgiving and dead serious.