GorillaPro

H.B. Fuller, the industrial company behind Gorilla Glue, built a professional-grade line of adhesives, sealants, and lubricants to compete in a market that legacy brands had owned for decades. The product was ready. The audience wasn't aware.

Mechanics, contractors and maintenance technicians don't switch products because of ads. They use what's already in the toolbox, and the same two or three brands have been there for a long time. Getting GorillaPro in front of those professionals, and getting them to take it seriously, required more than a media buy.

We built the GorillaPro brand from the ground up: logo, full product packaging, and a brand identity centered on the tagline "Brute Strength. Professional Grade." The launch strategy that followed reached more than 20 million people through an omnichannel campaign spanning social, digital, video, print, in-store, and live events anchored by a partnership with Gas Monkey Garage and Richard Rawlings. That collaboration produced a multi-episode YouTube build series, a custom F350 service truck that toured the country as a live product demonstration, and an official sponsorship of the Sturgis Motorcycle Rally.

Five major U.S. distributor accounts added within three months of launch.