Loctite

Pierre Tannoux, Brand Manager
Fred Chupin, VP of Marketing

Fallon *Lead Agency

Jeff Kling, Chief Creative Officer
Jason Bottenus, Creative Director
Jonathan Moehnke, Art Director
Bo MacDonald, Copywriter
Adam Craw, Account Director
Andrew Koningen, Director of Production
Julianna Simon, Planning Director
Chris Lawrence, Director of Account Management

After years of marketing investment had failed to unseat dominant category players, Loctite, a pioneer of super glue, flipped the script. Closing a 50% awareness gap meant shooting for fame. Breaking conventions meant shifting category emotions from failure to winning. Instead of smearing a budget over the course of a year, everything was leveraged on one night, when Loctite brought its party to the nations biggest partythe Super Bowlwhere fanny packs, dance tracks and everyday people celebrated winning at glue. This case is about building a brand overnight.