Aleene’s Tacky Glue

From tacky to trendy, introducing the resurrection of Aleene’s Tacky Glue.

The goal of this campaign was to take a product that was otherwise overlooked, uninteresting, and plain, and run a campaign to make it relevant again.

My copywriter and I chose Aleene’s tacky glue and designed around their USP—their bottle with an adjustable precision tip for different glue strokes.

Usually, when consumers use glue, it’s haphazardly applied to paper or dotted into the corners, not given a second thought because it’s going under the art work. The ideas executed here —magazine, Facebook, and Instagram ads— emphasize that Aleene’s tacky glue is so precise that you could create artwork with just the glue itself before using it to secure your own.