Published on October 21, 2019
Bostik has launched a new TV advertising campaign to promote alternative uses of its iconic reusable adhesive, Blu Tack®.
The £3/4 million campaign, which includes a mixture of 30 second and 10 second slots, goes live on October 21st until December 16th with over 26 million views.
Going beyond the product’s traditional uses of sticking things to the wall or keeping objects in place, the campaign aims to drive frequency of purchase by focusing on Blu Tack®’s multitude of uses, or #BluHacks, that make everyday life that little bit easier.
Whether you’re removing fluff from clothing, levelling a picture frame or fixing a wobbly table, there’s a #BluHack for that!
The TV ads will be aired across a broad channel mix on Sky TV, and form part of a comprehensive marketing campaign including online advertising, social media activity, influencer marketing and a dedicated website featuring user-generated #BluHacks. Updated packaging has also been introduced across the Blu Tack® range to include details of the #BluHacks campaign.
Bostik has also partnered with Teacher’s Pet, a provider of unique and engaging classroom content, which will put the brand in front of over 250,000 teachers, parents and children in the UK.
Commenting on the launch of the campaign, Jackie Roberts, category manager for stationery and repair at Bostik said: “We’re making a serious investment to support the nation’s favourite reusable adhesive.
“Our research shows that 9 out of 10 adhesive tack users had bought Blu Tack® in the past 12 months*. By using the #BluHacks theme, we’re able to encourage alternative uses of the product, which in turn will help drive frequency of purchase.
“With the ‘What do you do with yours?’ strapline, we’re also expecting to benefit from a wide range of user generated content, which can be shared via social media and the new Blu Tack website.”
*Alchemy research May 2019 – 1,016 adhesive tack buyers.