Weber: A Big Idea That Stuck

Jinna Chirapathama

Adhesive brand Weber Super Glue grew positive engagement and sales in Thailand with an online film starring a gecko superhero that capitalised on the popularity of Marvel movies.

Campaign details

Brand: WeberBrand owner: The Saint-Gobain GroupEntrant company: Yell Advertising - ThailandMarket: AsiaSector: Household & domesticMedia channels: Social mediaBudget: Up to 500k

Executive summary

In Thailand, glue is a common product for many common household repairs. We are a nation of fixers. So Weber Super Glue works as a hero. The kind of everyday hero who always helps you fix any kind of problem you are facing with their superpower… the brand spanking new ‘Cap Innovation System’.

We began to play around with the idea of...

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