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Challenge

  • Duck Tape was viewed by consumers as a utilitarian, one-use product (resulting in limited sales growth)

Insight

  • Need to broaden the consumers’ belief that Duck Tape can be used for other things – tap into teen creativity!

Strategies

  • Leveraged family and teen-oriented platform to seed alternate usage occasions
    • High schools
    • Sponsorship of the OHSAA and SportsTime Ohio Football Championships
  • Developed out-of-the-box campaign idea that got teens actively engaged with the product
  • Got additional exposure for Duck Brand® Duct Tape with fans tuning in to Football Championship games on SportsTime Ohio (Live in HD)

Idea

  • Designed a Spirit Contest in which all 12 Football finalist schools received 100 rolls of Duck Brand® Duct Tape in their school colors to make spirit wear for the Championship game. The winning school won a custom cut-out mascot made from Duck Brand® Duct Tape

What we did

LED Board Graphics / Signage / PA announcements / Print Ads / On-site events / Television spot

300K

households exposed to Duck Tape messaging

1200

sub-segment of attendees: student athletes

5MM+

Duck Tape Facebook fans exposed to our campaign’s spirit photos

Contact us

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