Bostik celebrates blue Aussie icon Blu-Tack in ‘sticky’ new TVC via Communicado, Melbourne


Australia’s leading adhesives company Bostik is launching a national advertising campaign via Communicado, Melbourne, to celebrate much-loved brand and Aussie staple, Blu-Tack.

The campaign is a first-of-its-kind for the brand globally and aims to remind Aussies of the thousand and one uses and endless possibilities of Blu-Tack.

Consumer Category Manager for Bostik, Mellissa Coulter, says the campaign brief was to drive engagement with consumers for the iconic heritage brand: “Our brief to Communicado was to create a reminder and rejuvenation campaign to stimulate sales in the stationery category,” she says.

“Blu-Tack is more than you imagine and we hope this new campaign will bring relevancy to a new wave of consumers by getting people to rethink Blu-Tack in a modern way.”

The campaign asks consumers to consider ‘What type of tacker are you?’ and showcases a myriad of Blu-Tack uses through personas including ‘Tidy Tackers’, ‘Party Tackers’ and ‘Little Tackers’.

Produced by Melbourne-based company HOOVES, the video’s wide audience appeal is achieved through a playfully stylised approach and the introduction of ‘Bluey’, an adorable animated character that brings the original reusable adhesive to life.

Producer for HOOVES, John Pace says Blu-Tack is only limited by your imagination: “Our brief was to capture that utility in a fun and engaging way that spoke to the many creative ways we all use Blu-Tack in our everyday home, school or office lives,” he says.

“We revelled in the opportunity to characterise an iconic product that we’ve grown up using and to explore and celebrate its thousand and one uses.”

Senior Account Director for Communicado, Nicki Cole, says she wanted to evoke nostalgia in adults who may have forgotten about Blu-Tack and its uses: “As kids, we all tacked posters to our walls and imagined our future wedding to our favourite actor or musician pinned above our bed,” she says.

“We hope by celebrating the heritage of the brand while also getting consumers to rethink and get creative with Blu-Tack, we can encourage consumers to rediscover the classic adhesive.”

Bostik’s ‘What type of tacker are you?’ 15 second video launches on Monday 15 April and will feature online for 6 weeks.
The video, which talks to mass consumers, is one component in a wide-ranging integrated marketing campaign, including amplification via social and digital channels, PR, native advertising and OOH outdoor media campaign. All led by Communicado.

The Australian video will also be adapted for international Bostik markets and air globally throughout the year.

Creative Agency: Communicado
Production: HOOVES
Character Design & Animation: 21-19
Social Media: Communicado
Media Agency: Consumedia

Bostik Australia
Marketing Director: Anthony Voyage
Category Manager: Mellissa Coulter