Liquid Nails

Brand Architecture, Package design, Brand Identity, Merchandising, Print Media, Advertising, Website

Before

Became market share leader with excellent margins for 12+ years

Situation

Traditionally a strong brand in the category was becoming a commodity product with one SKU, low retailer profit margins, and eroding market share.

Solution

LW evolved a multi-year marketing partnership with the client – providing strategy and branding consultation.

Brand grew from a single SKU to multi-SKU, project specific assortment with higher margins.

Liquid Nails Rhino

Brand Architecture, Package design, Brand Identity, Merchandising, Print Media, Advertising, Website

Before

Introduction into Wal-Mart, regional chains and independent hardware stores

Situation

Client R&D developed new polyurethane glue that cures faster and stronger than category leader.

Solution

LW developed complete product introduction: package and merchandising strategy.

Using research, designed innovative consumer-friendly package structure with long nozzle and snap-off cap.

Created “Rhino” name and “stronger, tougher, faster glue”positioning to demonstate product’s superiority.

Executed full merchandising plan: point-of-sale promotion, press kit, and online element.