WTF World´s Toughest Fix
Description
How do you launch a completely new brand to a very boring category and make it known for day one?
The break through was branding. What about using a term that everyone knows in another context as the name of the brand?
Name & trademark “WTF” was registered globally in adhesives category.
WTF-World´s Toughest Fix was the brand promise and all the activities were designed to strengthen that promise in all the touch points. The adhesive category has not really seen a brand like this ever before.
Popular culture and influencers were utilized in communications. Packaging and design was completely different from the competition. Most importantly this was done with confident humor and unique tone-of-voice. Every brand activity was aimed to build fame even beyond category buyers.
This professional campaign titled 'World´s Toughest Fix' was published in Finland, Sweden, and United States in October, 2023. It was created for the brand: WTF, by ad agency: hasan & partners. This 360°, Content, and Integrated media campaign is related to the House, Garden, Household Products, and Other industries and contains 1 media asset. It was submitted about 2 months ago by hasan & partners .
Credits
Client: Rakennuskemia Oy
Agency: hasan & partners
Creative & Strategy Director: Riku Vassinen
Producer: Aleksi Koskinen
Graphic Designer: Hanna Katajainen
