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Henkel ‘harness
the power'
Fix-a-Forms can add glamour and get specified for many prestige uses. They have been used to publicise many top notch promos including the recently launched Henkel Loctite Adhesives Ltd's giveaway which is offering VIP tickets to the Formula One Grand Prix at Monza 2005. Henkel Loctite Adhesives Ltd - part of the Henkel Group since 1997 – is a worldwide market-driven specialty chemical company which provides engineering adhesives, sealants and coatings directly to the industrial sector through a network of distribution channels. Loctite products are used in markets as diverse as electronics, automotive, aerospace, machine building and medical devices as well as in many fields of general industry. Perhaps one of the most famous uses of the Loctite range does lie within Formula One Motor Racing and that's where the brand benefits from a working partnership with Team McLaren Mercedes. No less than 90 different Henkel Technologies products have been incorporated into the new Team McLaren Mercedes MP4-19 racing car and that gives the Henkel management team something to shout about. To make the most of this impressive link-up Henkel Loctite Adhesives' Senior Product Manager Kieran Bowden put together a campaign package designed to make the most of this powerful partnership relationship. This campaign includes the launch of a communication package that includes: a website facility, national advertisements, direct mail and the on-pack promotion using a number of Fix-a-Form leaflet-label variants. The details of the instant win, the various prizes and the ‘scratch-off' promotion itself are all contained within the five separate print versions of the Fix-a-Form. The eight-page fold out leaflet flags up the main prize on the front page and other branded merchandise on the inside pages. Explains Kieran: ‘The key benefit of the Fix-a-Form lies in the versatility of the product. The labels communicate full details of the promotion plus the competition mechanism.' ‘The relatively small size of the product bottles we were using made the idea of including such large amounts of promotional material quite a challenge but the Fix-a-Form managed to accommodate it all while maintaining full brand integrity.' ‘We are extremely pleased with the way it all looks and the excellent support Gavin and the rest of the team at Denny Bros gave.' Gavin Compton of Denny Bros added: ‘This promotion was particularly interesting as it was a full consumer-style promotion aimed, not at consumers, but at the trade. The packaging used within the industrial trade does not necessarily lend itself to this kind of promotional campaign but by working together with the team at Henkel Loctite Adhesives we managed to get the specification just right.' ‘The design looks stunning – particularly on the larger sized bottles where we managed to include a front page image of the car. It's amazing how much you can enhance the look of a product pack using a Formula One VIP ticket giveaway!' The bottles carrying the Loctite Fix-a-Form leaflet labels were just 50ml and 20g in size.
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