The world’s toughest all purpose adhesive brand, Gorilla Glue, has embarked on its first national marketing campaign with a £500,000 investment supporting the brand’s rapid UK growth.
Already the number one polyurethane adhesive in the UK, sales of Gorilla Glue are up 50% year-on-year, the brand is planning to drive awareness and penetration even further with a major marketing campaign. The campaign, which will span TV advertising, channel sponsorship, national print and online advertising including rich video content. This will all also be supported with an on-going PR and social media drive.
Sponsorship of the Discovery Shed TV Channel will see Gorilla Glue reach out to its core audience, covering programming featuring DIY, construction and outdoor extreme adventure. The whole campaign will launch in October and see the brand reach over 3.5 million men overall during a five month period.
A 20 second TV commercial will air from on a range of digital channels including Five and National Geographic from January, whilst print ads are due to run in Daily Mirror and Daily Star.
Gorilla Glue is supporting the marketing drive with a nationwide in-store sampling and trial campaign using free single shot packs of Gorilla Glue and eye-catching floor displays. A bespoke £25,000 Gorilla character will also be making an appearance at key events across the UK, truly bringing the Gorilla brand to life.
Simon Damp, Euro Sales Director of Gorilla Glue, said:
“It’s an extremely exciting time for Gorilla Glue in the UK as sales and brand awareness continues to grow apace.
“This is our first UK national marketing campaign, an investment which cements our ambition to grow Gorilla Glue into the UK’s market leading multi-purpose adhesive brand.
“Our TV ad campaign and Discovery Shed TV channel sponsorship really brings the Gorilla brand to life – with an unforgettable appearance by our seven foot gorilla.
“We are confident that this marketing investment will significantly raise customer awareness, driving consumers in store to search out the world’s toughest multi-purpose adhesive.”