Henkel brand Loctite, which has been around since 1953, will be using 2012 to relaunch with a £5m advertising campaign.
The campaign will highlight the brand's industrial background - the technology has been developed for use in applications ranging from Formula 1 cars to iPads. The main spend will be on TV commercials, but print advertising and radio will also be used, with a launch date this autumn. The creatives will focus on three new or improved products: the solvent-free Hybrid Glue, the relaunch of the Super Glue range, and Ultra Repair.

Also in development is a website that shoppers can open on their phones to help find the exact glue for the job. In addition, the logos, packaging and merchandisers across the existing range have been rethought in an attempt to bring in a larger share of the UK repair market, currently worth £35m and growing. "Our new formulations have been launched to provide the ideal solution for customers keen to repair and by the same token reduce their household waste, rather than reject and discard broken items," commented marketing manager Elizabeth Cater.

Henkel, owner of the Loctite brand, says it has found that more women are approaching DIY tasks, and this group will be targeted during the campaign for what the company considers to be 'kitchen drawer' purchases. Stockists can benefit from a tailored approach, with a range of merchandisers, offers and incentives available.