ourwork

Loctite

Extension Extension Extension

PRINT ADVERTISING CAMPAIGN
Loctite

OVERVIEW

Loctite is the world’s #1 brand of engineering adhesives and sealants. Part of Henkel Adhesive Technologies, the Loctite brand is synonymous with innovation with more than 5,000 products under the Loctite brand umbrella.

When Henkel approached Extension, there were two issues Loctite faced in the Australian and New Zealand marketplace; combating increasingly aggressive competitor activity and linking brand leadership attributes to retail products.

STRATEGY

In an industry where the majority of print advertising is matter-of-fact and literal, we wanted to improve the perception and acquire cut-through of the Loctite brand and range of products. 

As the campaign mainly features in industry publications and magazines, it was important to identify the key strategic role of the print campaign and deliver a focused message. We identified that the key role was the audience needed to think differently about Loctite and remember the reason why they were the world’s #1 brand.


EXECUTION

To reinforce Loctite’s market position of leadership, we created the Strength Campaign. The campaign visually connected and featured five different themes that together expressed a contemporary and highly innovative representation of Loctite. We focused on short witty headlines and bold art direction to convey Loctite’s brand power and attract attention.

The campaign is structured to make current and future customers aware of the company’s vested interest in innovation, research and development and improved production of current products.

INSIGHTS

A combination of intensive research, good product knowledge and understanding of the marketplace has led us to create an effective campaign that merged simplicity with visual confidence.

With support from Loctite we were able to create a campaign that delivered simple, yet bold messaging and creative.