Essential reading for retailers and suppliers in the home improvement market

Gorilla Glue ups the ante with new tape ad

Published: 13 March 2017 - Fiona Garcia

Gorilla Tape will be the focus of a new TV advertising campaign, which is set to air across mainstream channels, including Sky Sports, ITV Breakfast, Channel 5 and Sky 1, throughout 2017.

Gorilla Tape will be the subject of Gorilla Glue
Gorilla Tape will be the subject of Gorilla Glue's new TV ad

The new ad, which launches in April, forms part of parent company Gorilla Glue’s biggest annual media budget to date. It is the latest TV advert to launch as part of Gorilla Glue’s £4 million heavyweight advertising campaign, that includes national TV advertising, national and trade press advertising, outdoor and digital advertising, PR and social media activity and below the line support.

According to Nielson data, Gorilla Glue accounted for almost half of the total media spend in the adhesives and tapes category in 2016.

Gorilla Glue Europe managing director Simon Damp: “In 2016 we spent 20 times more than our closest competitor. We are now looking to extend the awareness of this market-leading product [Gorilla Tape] even further, with the new TV advert forming part of our biggest TV advertising campaign to date.”

He added: “Gorilla Glue has been on TV for over two years, consistently, and we have more than doubled our media spend in 2017. We have seen a direct uplift in sales and the adhesive and tape category has directly benefited from our continued investment in media spend. We will support retailers by raising awareness for the Gorilla Glue brand across a wide marketing mix, that will continue to drive consumers in store.”

 

 

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