Thermacell Appoints Born Social to Support US Brand Transformation with Performance and Influencer Strategy

May. 27, 2026

Thermacell, the leading manufacturer of trusted and highly effective zone mosquito repellents, has appointed global social-first creative agency Born Social to lead performance creative, influencer strategy and social-first campaign development in the US as it begins a longer-term transformation from a heritage brand into a culturally driven, social-first brand.

The partnership will see Born Social deliver a full-funnel approach that combines brand building and sales activation within a single, integrated campaign, designed to drive immediate impact ahead of peak mosquito season while building longer-term brand momentum. The agency's remit spans performance creative strategy, influencer partnerships, and the development of a social-first creative platform, including the production of social-first creative designed to capture attention, communicate product benefits and drive action, grounded in cultural insight into how Americans experience mosquitoes and outdoor living.

Born Social will work with creators across the US, enabling Thermacell to tap into local cultural insight through authentic content, ensuring it resonates with audiences nationwide — from casual backyard hosts and "porchcore" socializers to campers, day trippers and hobbyists, alongside Gen Z and millennial consumers.

Campaign activity will be built around the principle of "entertainment, not interruption," using influencers as the creative engine to produce distinctive, engaging content. Moments will be captured across real US environments — from backyards and porches to campsites and fishing trips — with content amplified through paid media to drive both awareness and measurable outcomes.

The first campaign activity is expected to launch at the end of May, running throughout the summer season with a focus on social-first creative and influencer-led content designed to drive both awareness and sales.

Kenneth Voshell, Senior Global Brand Manager, Thermacell, said: 

"As we evolve our marketing approach, we were looking for a partner who can turn the everyday challenge of mosquitoes into culturally relevant, social-first content. By solving the nuance and frustration of mosquitoes in a simple, effective way, Thermacell has an opportunity to show up in consumer moments with real utility. Born Social stood out for their ability to translate cultural insights into creative ideas that resonate, while delivering measurable outcomes through scalable, authentic content and influencer partnerships."

 

Paddy Smith, Chief Creative Officer, Born Social, added:

"It’s always exciting when you’re tasked with earning attention, creating comprehension and driving conversation all within one campaign. Building performance with a creator-led approach forces you to bring storytelling into everything you do, but this is where social-first thinking works best - creating advertising that feels truly authentic."

 

The win builds on Born Social’s continued momentum in the US, including its recent appointment as full-service social agency of record for Nikon Inc., as the agency expands its presence and client roster in the market.