For nearly a decade, Gorilla Glue utilized one simple, declarative line in their marketing: "For the Toughest Jobs on Planet Earth." While the statement certainly staked a claim, and set a tone, an expansion in the Gorilla product line created the need for a broader messaging strategy. With the introduction of Gorilla Tape, Gorilla Super Glue, Gorilla Quick Cure and Gorilla Epoxy, there was the potential for consumer confusion about which product worked where, when and with—or on—what. Siquis developed an integrated marketing strategy to introduce project inspiration into the advertising and created a Gorilla Community where consumers could share their project ideas and success stories as well as learn new skills from experts who build, create and repair.
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