Take a peek into the inner workings of the major relaunch for 2010 of the All American Classic, Elmer’s Glue-All! We’ll have more info on availability soon.
Elmer’s Glue-All Research Learnings
• 73% of consumers are specifically aware of Elmer’s Glue-All brand.
• 38% of consumers state EGA is the ONE brand of multi-purpose household glue they purchase most often.
• When purchasing glue, having a Strong Bond is the most important attribute, followed by drying clear, drying fast and use on a variety of materials.
• 62% of consumers Agree that “Elmer’s Glue-All is the glue to have around the house.”
• Top 3 uses for household multi-purpose white glue are: School Projects (51%), Arts & Crafts (53%) and Indoor Repair (41%).
• When shopping for household multi-purpose white glue, consumers expect to find it in Hardware (30%), Stationery (33%), Arts & craft section of store (36%), and BTS seasonal section (38%)
• 63% have purchased a multi-purpose white glue during BTS season for use at home throughout the rest of the year.
Source: Glue Awareness, Perceptions, and New Concept Test. August 2009
New Elmer’s Glue-All®!!
• New stronger formula!
• Dries Fast
• Works on a variety of materials
– Paper
– Wood
– Fabric
– Ceramic
– Leather
and more!
• 69% Top 2 Box Concept Score!
Safe & Non-Toxic
New & Improved Elmer’s Glue-All Product Performance
• New stronger formula has significantly better wood fiber tear than the current Glue-All formulation.
Higher Solid Content Makes New Elmer’s Glue-All® Stronger!
• New Elmer’s Glue-All® has more solids than the current Glue-All.
It also has nearly 2 times more solids than Elmer’s School Glue.
Source: D905 Compression Shear Strength testing on wood.
D905 Compression Sheer Strength. Tested on wood. Measures PSI.
Elmer’s Glue-All Re-Launch
Sourcing Plan and Launch Timing
New, improved Elmer’s Glue-All will be 100% produced at the Elmer’s Statesville facility for year 1!
• Provides greatest control of quality
• Create price differentiation between School Glue and Glue-All
– Further communications product performance difference
– Provides retailer with improved margin opportunity
Public Relations
• Multiple waves of consumer messaging
– Every house needs Glue-All
– Do-All Mom – Mother’s Day
– Dad’s Survival Kit
– BTS
– Fall Fix-It
• Tactics include:
– Standard Press Releases
– Focus on Social Media and Blogs
– Creation of 100 uses videos – website/YouTube placement
A New Standard for White Glue
• New white glue formula containing more solids for more strength, while maintaining the integrity of a white glue
• Clearly distinguishes Glue-All from School Glue by improving packaging and running a strong media campaign
• Generates higher ring $ at retail with a higher price and new promotion strategy
• Builds profitability during BTS by not using Glue-All as a loss leader
• Communicate the change to the shopper with a TV media campaign and in-store marketing: