Glue's Blue as Elmer's Sets Brand Revamp - Elmer's Products - Brief Article

Brandweek, Nov 29, 1999 by Christine Bittar

Looking to add zip to stationery offerings that have been too stationary in recent years, Elmer's Products will make its kiddie/school Galactic Glue, due next spring, the centerpiece of a full brand revamp.

Using the tag "the coolest glue in the galaxy," Galactic will be packaged in a tinted blue transparent bottle that exposes a clear gel glue embellished with sparkles, for a "cosmic" feel that might attract kids at retail.

The planned launch comes as Elmer's has updated packaging for its existing SKUs to create a consistent image with greater shelf impact, without trading away the brand's heritage, said Ray Perszyk, evp at Libby Perszyk Kathman, Cincinnati, which did the repackaging. The signature bull and orange cap/spout, the most distinguishable package attributes, will continue to be used on all of Elmer's 200-plus products for school and home improvement. The Columbus, Ohio client, a unit of Borden, did not comment.

"As the line grew over the years, products were developed with about eight different deviations of the logo," Perszyk said.

Galactic Glue is expected in schools by September. Promos and ads, via lead agency Grey, N.Y., are thought to be in the works.