Brand in the pest control aisle - NYT Mini-Crossword Clue

Introduction

Today's NYT Mini-Crossword features a clue that sends us straight to the supermarket: "Brand in the pest control aisle". This is a classic example of a straightforward, brand-name clue that relies on everyday consumer knowledge. It's a great entry point for solvers, often providing a solid foothold to build the rest of the puzzle around.

Clue Analysis

The clue is a direct definition. Let's break it down:

• "Brand": This immediately signals that the answer is a proper noun, specifically a commercial product name.
• "in the pest control aisle": This pinpoints the exact category of the product. We're looking for something you'd buy to get rid of insects, rodents, or other unwanted household critters.

There's no wordplay, no puns, no anagrams. The puzzle is simply asking you to name a famous brand from this specific section of a store.

Thinking Approaches

For a clue like this, the most effective strategy is simple recall.

1. Visualize the Aisle: Picture yourself walking down the pest control aisle of a grocery or hardware store. What names pop out? You might think of Off!, Combat, Hot Shot, or the answer itself.
2. Consider the Length: In a crossword, the number of squares for the answer is a huge hint. This particular answer is a short, four-letter word, which helps eliminate longer brand names.
3. Use Crossings: If you're stuck, wait for some crossing letters. Getting even one or two letters, especially a vowel, can instantly trigger the correct brand name in your memory. For example, if you have _ A _ D, the answer becomes much clearer.

Background Context

The answer is one of the most recognizable brands in its category. Raid is an insecticide brand produced by S. C. Johnson & Son, first launched in 1956. Its memorable and aggressive slogan, "Raid Kills Bugs Dead," has been a part of its advertising for decades, cementing its place in popular culture. The name itself is a short, punchy word, making it a favorite for crossword constructors.

Conclusion

"Brand in the pest control aisle" is a perfect example of an easy, accessible clue. It tests general knowledge rather than vocabulary or wordplay skills. By identifying the key components ("brand" and "pest control"), solvers can quickly access their memory banks to find this very common household name.

Hints

1. Hint 1: Think of products used to eliminate household bugs.
2. Hint 2: This brand is famous for its insect sprays.
3. Hint 3: Its slogan is "Kills Bugs Dead."
4. Hint 4: The name is also a word for a sudden attack or assault.

The answer is RAID.