- Shelter Culture
- Consumer Goods
creating wonderful school memories
Elmer’s Glue enjoyed a brand recognition that other glue manufacturers can only dream of. When the consumer thought of glue, they thought of Elmer’s, but that didn’t stop competition from attempting to eat away at Elmer’s dominant market share. Distribution channels were also offering up generic glue options, sold at deep discount prices. Elmer’s was a brand under attack. We needed to give consumers another, more emotional reason to pick Elmer’s at point of sale.
Reminding Parents of the connection between wonderful school memories and Elmer's glue
We’ve seen it before: Big retail allows the big brands to drive traf!c, then the store sells off to lower priced goods. No difference for Elmer’s Glue, which needed a “stake in the ground” promotion to own back to school against Ross & private labels.
We advised Elmer's not to compete on price, but to compete on brand by giving consumers an emotional reason to pick Elmer’s at point-of-sale.
This commercial for use in a digital space did just that by tugging at the heart strings and reminding parents just how special and fleeting that 1st day can be.
Elmer's Glue has always been a consistent element in the educational journey for families and their children. Reminding consumers of that connection and stirring up their own special memories of school was at the heart of this campaign. Memories of new notebooks filled with crisp white sheets of paper, covering books with brown paper bag covers and pencil boxes with new pencils, erasers and the unmistakable squeeze bottle of Elmer's Glue tied the consumer's past and present together in a bond that couldn't be broken.