Loctite encourages consumers to #winatglue in first campaign from Fallon Minneapolis

MD of Loctite Consumer Adhesives, Pierre Tannoux, explained: “Traditional glue ads tend to show what a glue is capable of. Our campaign steers away from that category norm to celebrate what Loctite users are capable of with Loctite on their side. When you use Loctite, you enter into a world of Win.”

The campaign launches with a TV spot (available to view on the Fallon website) called ‘Win at Glue – Dance’ and features various consumers dancing and having a good time, all while donning fanny packs full of Loctite.

The work will launch in several waves over the coming six months with the initial ad airing on US TV, including major sporting events, season finales, late night and syndication, with content on Twitter and YouTube. Further promotion will occur both online and offline and through Loctite’s retail channels with consumers encouraged to share their glue victories using the hashtag #winatglue.

“To pull something like this off, you need two key ingredients—ambitious clients and a great product,” added Chris Lawrence, Fallon’s director of account management. “Fortunately we’ve been given both to work with, and now America—and several fanny pack manufacturers—will benefit greatly.”

This is the first work for Loctite from Fallon since winning the AOR business in December 2013.