Gorilla Glue


Gorilla Glue had already garnered national distribution for their original polyurethane glue when the company asked us to help launch five new products, over a span of just ten months. The challenge: leverage the brand’s existing equities to build awareness and trial of the new products. This was tough, even for the toughest glue on planet earth.


Gorilla Glue hired Freeman to develop and execute a multi-faceted PR plan to launch the new products with a broad awareness blitz, making sure the brand stuck in the minds of consumers. The tactics we developed aimed at expanding the reach of the brand beyond it’s core audience of professionals, woodworkers and serious DIYers – to include more women and casual users, taking Gorilla Glue mainstream.


We targeted a broad range of media – from Better Homes & Gardens to the Wall Street Journal – with a high-impact press kit and media tour. We tapped celebrity endorsers – “The Junk Ladies,” who already had a platform in Country Living magazine – to build our “true believer” base. We used high-profile industry awards to extend and cement the brand’s reputation.


We secured appearances on the Today Show – twice. We won awards in both Popular Mechanics and Popular Science for newsworthy product introductions. In total, our campaign quickly generated 125 million national media impressions, helping to this once-niche brand disrupt a previously stagnant product category.