Agency: Imelda Ogilvy, Ljubiljana, Slovenia
Art Director: Sašo Dornik
Copywriter: Andrej Baša, Jure Pozun
Photographer: Ciril Jazbec

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Increase awareness of Pattax Glue, it’s wide range of capabilities and position it as the leader in an overlooked market.
2. Affective: Develop a sense a security and reassurance with the use of Pattax Glue, the glue that can do anything.
3. Conative: Use more glue. Inspire the use of Pattax Glue in a situation where glue may not have traditionally been the consumers first solution.

Positioning
Pattax Glue suffers from the commoditization of its product as “super glue.” Furthermore, “super glue” is seen as a quick fix instead of a lasting solution. This campaign aims to position Pattax Glue as a permanent and lasting solution to many problems. By relating emotional connections of longevity, security and versatility to “super glue”, Pattax aims to be a nostalgic household name-brand.

Consumer Promise
Pattax Glue makes it easy for you to put your worries to rest about whether your “super glue” will have a lasting hold.

ADDITIONAL EXECUTION

1. Visual: Stone Henge
2. Copy: Long lasting glue