- Shelter Culture
- Consumer Goods
GETTING MILLIONS TO ASK "IS IT REAL?"
When Krazy Glue launched in the early '70s, it was a gluing miracle. It could actually lift a construction worker off the ground by his hardhat. That iconic demonstration showed what Krazy Glue was all about: Krazy strong and fast. Today, the category is jammed with me-too brands. So we rise above it all by staying true to our “Krazy” brand while engaging a generation that’s got a pretty high bar to be impressed.
You’ve probably seen the Krazy Glue TV spot, where the guy bungee jumps off the bridge connected by six drops of glue.
Yeah, it’s real.
And it became the platform for a digital engagement strategy that gave huge legs to our broadcast buy.
Our second act was to show that it’s not only Krazy fast and strong, but long lasting too.
Long enough for a window washer to hang around while he cleans a building. Real again, only this time we only used four drops.
Here's one of the online videos we created to prove that the Krazy demonstration was real.
This unified campaign demonstrates the power of provocative creative to generate online involvement and conversation, paying off where it counts: at retail.