Up until yesterday Mortein’s campaign to ‘Save Louie the Fly’ was by all measures an outstanding success. In three months the campaign’s Facebook page had attracted over 200,000 fans and was one of the most engaged in Australia.

Yesterday it was even more active, but not how the brand was hoping.

Facebook fury

Following the announcement by Reckitt Benckiser, who owns Mortein, that it would be closing its Sydney plant and moving production offshore, Louie The Fly’s Facebook page was inundated with negative comments from consumers protesting the move.

Comments included “Another great Aussie company going overseas. Won’t be buying any more Mortein products and unliking this page” and “After 54 years, you’ve killed something off alright!”

With the barrage of negative comments growing, Mortein pulled the campaign, which was in its final week.

There is now an ‘Unlike Mortein and Sacking Aussies’ Facebook page, which currently has over 500 likes.

Consumers come out swinging

Mortein launched ‘Save Louie the Fly’ by using a PR stunt that claimed the beloved mascot was being killed off. Consumers were encouraged to show their support to ‘save’ the mascot via social media.

This time the social media tide has turned against Mortein, and as recent social media crisis like the #qantasluxury campaign have shown, timing is everything. It's important to consider consumer sentiment when encouraging engagement, and consider how marketing and corporate messages are staggered.

Louie the Fly's future remains uncertain.