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Sellotape returns to UK Television after 20 years to re-establish brand

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By The Drum Team, Editorial

May 1, 2003 | 2 min read

It's a stick-up: BDH\TBWA looks to re-establish the Sellotape brand.

Sellotape, the branded sticky tape, is looking to establish its famous name as a brand rather than simply a generic term for “sticky tape” and it will return to the TV for the first time in 20 years to make the shift.

The Sellotape brand was acquired by Henkel Consumer Adhesives last year, when the Manchester-based company acquired The Sellotape Company.

Over the last two decades the Sellotape name has become so synonymous with sticky tape products that the name has been admitted to the Oxford English Dictionary, much like brands such as Hoover and Velcro.

Mike Rayner, sales and marketing director at Henkel Consumer Adhesives, said: “Sellotape’s fame as a product is a great asset, but the name is so widely used that we felt the need to re-establish it as a brand, positioning it in the market as the original and best adhesive tape.”

Henkel’s incumbent advertising agency BDH\TBWA has been tasked with creating the TV campaign to re-establish the Sellotape brand.

The creative team of Danny Brooke Taylor and Gary Hulme have created a 20-second ad in which a mind reader appears and tells viewers he is going to show them an object and they have to describe it with the first words that come into their heads.

He then holds up a roll of Sellotape and challenges viewers with the line “I know what you are thinking.”

Arnold Sindle, group chairman at BDH\TBWA, said: “Sellotape is about as famous as they come, so the brief gave us a fair bit to work with creatively. We wanted to demonstrate the fame of the brand, without coming out and saying its name, and allow the viewers to make the cognitive leap themselves.”

The campaign broke on 28 April and the ad was produced by Onward and directed by Anders Hallberg.

The media has been bought by The Media Shop.

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