Bostik has launched a national advertising campaign via Communicado, Melbourne, to celebrate much-loved brand and Aussie staple, Blu-Tack.
The campaign is a first-of-its-kind for the brand globally and aims to remind Aussies of the thousand and one uses and endless possibilities of Blu-Tack.
Consumer category manager for Bostik, Mellissa Coulter, said the campaign brief was to drive engagement with consumers for the iconic heritage brand.
Coulter said: “Our brief to Communicado was to create a reminder and rejuvenation campaign to stimulate sales in the stationery category.
“Blu-Tack is more than you imagine and we hope this new campaign will bring relevancy to a new wave of consumers by getting people to rethink Blu-Tack in a modern way.”
The campaign asks consumers to consider ‘What type of tacker are you?’ and showcases a myriad of Blu-Tack uses through personas including ‘Tidy Tackers’, ‘Party Tackers’ and ‘Little Tackers’.
Produced by Melbourne-based company HOOVES, the video’s wide audience appeal is achieved through a playfully stylised approach and the introduction of ‘Bluey’, an adorable animated character that brings the original reusable adhesive to life.
Producer for HOOVES, John Pace said Blu-Tack is only limited by your imagination.
He said: “Our brief was to capture that utility in a fun and engaging way that spoke to the many creative ways we all use Blu-Tack in our everyday home, school or office lives.
“We revelled in the opportunity to characterise an iconic product that we’ve grown up using and to explore and celebrate its thousand and one uses.”
The video, which talks to mass consumers, is one component in a wide-ranging integrated marketing campaign, including amplification via social and digital channels, PR, native advertising and OOH outdoor media campaign. All led by Communicado.
The Australian video will also be adapted for international Bostik markets and air globally throughout the year.
Creative Agency – Communicado
Production – HOOVES
Social Media – Communicado
Media Agency – Consumedia
Character Design & Animation 21-19
Bostik Australia – Marketing Director Anthony Voyage, Category Manager Mellissa Coulter