Refining a brand. Raising awareness. Generating Sales.

Loctite is a very interesting, diverse business. The company, a subsidiary of the massive Henkel Corporation, produces the best adhesives on the planet, ranging from the adhesives they use on skyscrapers to the glue that children use on craft projects. Each product is designed and engineered with a specific purpose. But a great product won't always sell itself. The Loctite brand's awareness levels were low in the United States and sales needed some help.

It's not easy coming into an established market and competing against powerhouse brands Krazy Glue, Gorilla Glue and Liquid Nails, along with the staple in every person's kitchen drawer, Elmer's. But we embraced the challenge head on.

We worked with Loctite on creating seasonal consumer-facing marketing materials that demonstrated the power and versatility of these products. We created beautiful TV and print ads, engaging sales kits, standout POP, fun product videos and informative banner ads. We also created engaging experiences for trade shows and successfully launched two new products, Power Grab Clear and Go2 Glue.

The execution that we are probably the most proud of was the creation of the Loctite Product Advisor, a mobile-friendly site that takes the confusion out of the adhesives aisle. The tool allows customers to enter in the details of their project and it recommends a specific Loctite product for their project. See it here: http://www.loctiteproducts.com/product_advisor/index.shtml

Credits

Client: Loctite Adhesives, The Henkel Corporation

Marketing Director: Tim Ferguson

Marketing Managers: Paula Sabol / Irene Campbell

Agency: Cramer-Krasselt / Milwaukee

SVP, Executive Creative Director: Chris Jacobs

VP, Creative Director: Todd Stone

Design Director: Shawn Holpfer

Copywriters: Greg King / Jeff Van Zandt

Senior Interactive Art Director: Zach Schulze

Senior Interactive Producer: Robin Griffin

SVP, Group Account Director: Calla Stanford