Mortein
| Company type | Brand |
|---|---|
| Industry | Household insecticides |
| Founded | 1870s |
| Founder | J. Hagemann |
| Fate | Acquired by Reckitt & Colman in 1969 |
| Headquarters | Australia |
Area served | Australia, New Zealand, India, Pakistan, Fiji, Comoros, global distribution |
| Products | Insecticides, insect repellents |
| Parent | Reckitt |
Mortein is a household insecticide brand originating from Australia and currently owned by the British corporation Reckitt. Along with its counterpart Aerogard, a prominent insect repellent, Mortein maintains a significant presence in the Australian market and is distributed globally. Its availability extends to countries such as New Zealand, India, Pakistan, Fiji, and the Comoros. The brand gained widespread recognition through its television advertisements featuring the animated villain Louie the Fly.
In 1969, Reckitt & Colman acquired the Samuel Taylor company, which was the original owner of Mortein.
Creation
The initial launch of Mortein occurred in the 1870s as an insecticidal powder created by J. Hagemann, a German immigrant residing in Australia. The brand name "Mortein" is derived from combining the French term "mort" meaning "dead" and the German word "ein" meaning "one."
Hagemann formulated a powder using pyrethrum extract obtained from crushed chrysanthemum flowers. During the 1920s, a squeeze-operated puffer device was introduced, followed by a liquid formulation in 1928 that blended pyrethrum with kerosene. This development also included the invention of a flit gun designed to deliver precise insecticide sprays.
Slogan
Mortein uses the slogan "More smart, more safe, Mortein." Its former well-known tagline was "When you're on a good thing stick to it," which featured an animated dog running with an insect clinging to its tail.
Formula
The active components in Mortein’s "Insect Seeking Fly Spray" include Allethrin at 2.09 g/kg and Resmethrin at 0.39 g/kg, both classified as Pyrethroid neurotoxic agents. Research has associated exposure to pyrethroids with attention-deficit/hyperactivity disorder (ADHD) symptoms in boys and biochemical indicators of ADHD in developing mice. Prolonged use of pyrethroid-based repellents may lead to negative health consequences such as elevated plasma glucose levels and lipid peroxidation, alongside reduced plasma cholesterol. Inhalation of d-trans-Allethrin can cause respiratory irritation and, at high concentrations, may result in headaches, dizziness, seizures, allergic skin reactions, asthma-like conditions, and damage to liver or kidneys.
Pyrethroids typically break down in the environment within one to two days.
Louie the Fly
The brand is famously represented by its animated mascot "Louie the Fly," created by Geoffry Morgan Pike in 1957 and conceptualized by writer Bryce Courtenay. Accompanied by a catchy jingle composed by James Joseph (“Jimmy”) White, Louie has appeared in animated advertisements since 1962, singing about his dread of encountering "the man with the can of Mortein." The character’s voice was originally provided by Sydney vocalist Neil Williams, later replaced by actor and comedian Ross Higgins, followed by voice artist Lee Perry.
The music and lyrics of the jingle were copyrighted by White until his death, after which ownership passed to his family members. It remains registered with the Australasian Performing Right Association. In 2017, the National Film and Sound Archive inducted the Louie the Fly Mortein jingle into its Sounds of Australia collection in recognition of its cultural and historical importance.