Shopper Marketing - January 2016 - 40


PROGRAMS

Elmer's

efits clearly in their packaging, marketing and
in-store materials, since the current in-store
Continued from Page 2
landscape in the category was often difficult
hot glue products already on the market,
and complicated. These barriers contributed
such as "stringing" of the hot glue, which can
to the intimidating perception of hot glue as a
undermine aesthetics or even burn the user.
next-level crafting product. "Most of the sets
So when Elmer's decided to launch prodyou go to are very convoluted, with baskets
ucts in the category, the company focused
being almost dump bins in-aisle with glue
on addressing these consumer pain points
sticks in them," Wheeler says. "We wanted to
with features such as glue sticks that minibring a different look and feel to it."
T h e co m p any
saw the need to reduce the intimidation factor as particularly important in
attracting Millennial crafters. To reach
this audience, the
brand partnered
with the DIY and
lifestyle brand Brit
+ Co. on several instructional videos
of hot-glue projects, planned for
launch in 2016, that
At launch, Elmer's focused on explaining the benefits of its hot glue
products through packaging as well as in-store and online tactics, including
aim to make hot
informational videos.
glue less daunting
mize stringing and glue guns with insulated
to new crafters who've never used a hot glue
nozzles and safety fuses. "It's not just safety
gun before. Elmer's has also enlisted about a
to say it's safer; these actually are features
dozen influential bloggers popular with Milthat are truly relevant to crafters," says Bridget
lennials to post a series of evergreen projects
Dinneen, sales communication and digital
using the new products, with a second wave
shopper marketing manager for Elmer's. "We
of holiday-themed projects planned for early
truly took these pain points of crafters and
December.
addressed them."
The new products first launched at retail
As Elmer's prepared for its 2015 launch, the
with a 710-store test launch at Michael's
brand also focused on explaining these benthat began in late October. Amazon.com

40

y SHOPPER MARKETING JANUARY 2016


http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
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Shopper Marketing - January 2016 - 142
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