d-CON's Slogans & Taglines

d-CON was founded in 1950 and quickly became one of America's best-selling rodent control brands. Originally formulated with warfarin, the brand introduced a breakthrough in pest management as a safer alternative to more toxic chemicals. In 1994, d-CON was acquired by Reckitt Benckiser, a British consumer goods company, and has since operated as a flagship rodent control brand in the United States.

The brand's core products are rodent control solutions, including poison baits, bait stations, mouse traps, and rat traps. Its portfolio spans disposable and refillable bait stations, pellet formulations, and trap designs, engineered to eliminate mice and rats while adapting to evolving safety standards.

From its early warfarin-based formulas to modern cholecalciferol baits introduced after 2015 EPA regulations, d-CON has continually evolved its chemistry. The brand has embraced campaigns such as "Prove It" and the playful "Mice Love It To Death," reflecting a shift from straightforward efficacy claims to a more confident, consumer-friendly identity in home pest protection.