|Industry||Paints, Paint Brushes, Adhesives|
|Media||Outdoor, Billboard, Poster, Transportation & Vehicles|
Credits & Description
ADVERTISING PILLARHENKEL KGAAPOWER PRITT Advertising Agency: DDB GERMANY, Berlin, GERMANY Date Of 1st Implementation: 05/12/2003 Advertising Agency: DDB GERMANY, Berlin, GERMANY Name Company Position Eric Schöffler DDB Germany Creative Director Claus Wieners DDB Germany Creative Director Sachin Talwalkar DDB Germany Art Director Theo Kerstjens DDB Germany Account Executive Michael Ries DDB Germany Account Executive Communication GoalsThe objective was to announce the new Pritt Power glue stick in a clear and unusual way. This paper glue brand has a thirty year history with its classic red glue stick. In 2003, the manufacturer, Henkel, decided to launch Pritt Power glue stick, the first Pritt universal glue stick.Media StrategyThe challenge was to find media opportunities that would allow to feature the product and its specific advantages. Both aspects were fully met by the classic media format of the ‘Litfasssäule’ (which we called ‘Prittfasssäule’) as it allows an oversized product visualisation and – in addition – shows the product ‘in use’. Through the upside down layout it appears like the product is used on the surface. As the brand is well established, no further explanation was needed and through the new colour consumers noticed that this was a new product.Creative ExecutionsColumns were turned into bigger than life Power Pritt glue sticks that stick to the ground with their powerful gluing surface. As the particular media format fitted so well the product/briefing specifications a single-media strategy was implemented and no other media were considered in the strategy.Media EffortThe particular advantage of this campaign is that this media idea fits perfectly. One could argue that the media format appears to be tailor-made to the product. This, however, means that the idea cannot be simply transferred.Value For MoneyAs the budgets for this category are relatively low, despite their mass market positioning value for money is always an issue. This idea gave the opportunity to focus on a very strong media-driven execution.