Gorilla Glue had already garnered national attention for their original polyurethane glue product when the company asked us to help them launch five new ones, in just ten months’ time. Freeman was tasked with getting great coverage — again, and again, and again, and again. This was tough, even for the toughest glue on planet earth. We adhered to a multi-part plan to make it work.
Solution
#1– Target new users beyond Gorilla’s core audience of professionals, woodworkers and serious DIYers, including more women and casual users. We went big and blasted a much broader range of media with a high impact dimensional press kit, followed by a media tour focusing on the universal benefits of the brand, plus the specific benefits of each new product.
#2– Tap up-and-coming celebrity endorsers to build our “true believer” base. We chose the Junk Ladies, who already had a platform, to share the word with their devoted female followers about our wider range of products.
#3– Use industry awards to cement and extend the brand’s reputation. We focused on the most respected and highest-profile opportunities for new product recognition.