Turning shopper hesitation into confidence
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Background
Selleys was introducing UNDO Glue, an innovative removable adhesive that lets consumers hang, remove and reuse with greater freedom.
With an above-the-line campaign already in development, our role was to bring the campaign into the retail environment, ensuring the idea worked just as hard at the point of purchase.
In a crowded category with familiar brands and competing product claims, we needed to translate the campaign into a distinctive shopper experience that captured attention, clearly communicated the product’s benefits and gave shoppers a compelling reason to choose something new.
Selleys UNDO Glue above-the-line campaign. Creative by Howatson+Company
Challenge
The problem wasn’t sticking. It was trusting what happens next.
The ATL campaign introduced the idea of a glue you can undo. But in a busy retail environment, we needed to go further, giving shoppers a clear and compelling reason to choose it.
Competitors were already promising clean removal and damage-free results. Yet shoppers remained hesitant, unsure whether those promises would hold up when it came time to take something down.
Our challenge was to translate the campaign into a message that addressed this hesitation and worked at the point of purchase.
How could we turn a moment of hesitation into a reason to buy?
The opportunity
Same category. Different conversation.
In a category built around sticking, removing was where the real tension existed.
Shoppers weren’t simply buying an adhesive. They were buying the freedom to hang something, change their mind and take it down without the usual worry.
While competitors focused on functional claims, we saw an opportunity to connect product performance with a more meaningful consumer benefit.
| Category convention | Our strategic shift |
| Focus on adhesive strength | Focus on removal confidence |
| Functional product claims | Functional and emotional benefits |
| Promises of clean removal | Reassurance at the point of purchase |
Rather than competing on the same claims, we could give shoppers something more valuable: the confidence to change their minds.
Solution
Remove with confidence.
Building on the ATL campaign’s proposition, The Glue You Can Undo, we developed a shopper message that addressed the category’s biggest concern: confidence in removal.
Remove with confidence translated the product’s functional promise into a compelling reason to buy.
Using Selleys’ distinctive brand assets, strong typography and a clear messaging hierarchy, we created a bold retail creative system designed to stand out in a crowded shopping environment.
From attention-grabbing retail displays to product-level messaging, every element worked together to communicate the product’s benefits, build confidence and encourage trial.
The impact
Making the campaign work harder at the point of purchase.
By looking beyond the product’s functional benefits, we identified the gap between competitor promises and consumer confidence.
Our shopper strategy built on the existing campaign, translating its message into a distinctive retail proposition that addressed a key barrier to purchase.
The result was a cohesive retail creative system that connected the broader brand campaign with the shopping experience, designed to capture attention, build confidence and encourage trial.
