Bite-Free Bliss, Outdoors Uninterrupted
OFF! (off.com) scores 83 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Other brands, Healthcare brands, in the 84th percentile of 11998 Other brands.
OFF! is a brand of insect repellent products founded in 1957. It offers a range of repellents designed to protect against mosquitoes, ticks, and other biting insects during outdoor activities. The brand positions itself as a trusted leader in insect repellent solutions, targeting outdoor enthusiasts, families, and individuals seeking reliable protection while enjoying nature.
| Brand Name | OFF! |
|---|---|
| Domain | off.com |
| Industry | Other, Healthcare |
| Founded | 1957 |
| Main Competitors | Cutter, Repel, Sawyer Products (87/100), Ben's, Natrapel, Avon Skin So Soft (91/100) |
Moz Domain Authority 55/100 vs category average 38 / leader 94 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #590,688 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
OFF! has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Get back out there with OFF! insect repellents - the right protection to keep your outdoor fun uninterrupted from mosquitoes, ticks, and other biting insects." (Meta description: 25 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: og:title, og:description, og:type, Twitter cards, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Next.js, Vercel.
Social footprint: verified profiles on Facebook, Instagram, X (Twitter), YouTube, GitHub; no detected presence on LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is OFF!?", Claude could identify the brand as of September 2026. OFF! is a well-known brand of insect repellent products, particularly mosquito repellent sprays, lotions, and wipes, owned by S.C. Johnson & Son. It's a household name in the US for outdoor bug protection, offering products with DEET and DEET-free formulas. Best known for Being one of the leading mosquito and insect repellent brands in the US.
When asked "Best brands similar to OFF!?", Claude would recommend OFF! as of September 2026. It's one of the most recognizable and widely trusted insect repellent brands, so it would naturally come up if someone asked about top bug spray brands.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
OFF!'s main competitors in Other: Sawyer Products (87/100), Avon Skin So Soft (91/100).
Sources: Brand Analyzer scan
OFF! is a brand of insect repellent products founded in 1957, offering protection against mosquitoes, ticks, and other biting insects for outdoor activities.
Sources: OFF! official site
OFF! has moderate AI-search visibility, scoring 51/100 on Brand Analyzer's AI visibility composite (visibility 70, trust 26, recommendation 47). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: OFF! official site
OFF! was founded in 1957. OFF! operates in the Other category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
OFF! offers a range of insect repellent products designed to protect against mosquitoes, ticks, and other biting insects, tailored to different outdoor activities and lifestyles.
Sources: OFF! official site
OFF! manufactures and markets insect repellent products designed to protect users from mosquitoes, ticks, and other biting insects during outdoor activities such as camping, hiking, and gardening.
Sources: OFF! official site
OFF! scores 47/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Other options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: OFF! official site
OFF! can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: OFF! official site
OFF! products are used by outdoor enthusiasts, families, and individuals who need protection from mosquitoes, ticks, and other biting insects while engaging in outdoor activities.
Sources: OFF! official site
OFF! is known for being a long-standing insect repellent brand with over 50 years of history, offering a variety of products tailored to different outdoor lifestyles and needs.
Sources: OFF! official site
OFF! scores 51/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
OFF! has a limited AI-visibility profile at 51/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (70/100) and its weakest is trust (26/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #590,688 (Tranco). The main gaps holding it back: thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify OFF! from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to OFF!: Oatey (83/100), Nuna (83/100), Olímpica (83/100), One Acre Fund (83/100).
A step up - brands to learn from: ZipRecruiter (91/100), Yr (91/100).
Category leader: Accenture (97/100).
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