© 2015 Response Agency.
Westcott Project Mate (an Acme United brand)
Westcott, a leading manufacturer of scissors, pencil sharpeners, paper trimmers, erasers, rulers, and professional drafting tools, was about to launch products into a category they had never played in with the introduction of their Mini Hot Glue Guns and Hot Glue Pen.
Up until this point, the Hot Glue Gun category had seen little innovation over the years and all products on the market were basically the same. Westcott was entering the market with two Glue Gun models (low temp and high temp) that offered several new features; such as a color changing tip, ergonomic handle, integrated glue stick storage and more. The Hot Glue Pen was a completely new product, with nothing like it currently on the market.
Not only did Westcott have to prove themselves in a new category, they needed to convince consumers that their products were different and better than all the others in the space.
We started by developing a strong campaign concept, called Creativators, that leveraged the target audience (and the brands) need to be creative and innovative with the crafts and projects they make (and the products the brand sells). We then planned a fully integrated campaign targeted towards crafting enthusiasts, teachers, and moms. The plan included a solid mix of Digital, Social, TV, Radio and PR. We made the Glue Pen the hero in the campaign since it was the newest and most innovative of the product introductions. All creative assets either highlighted the product features and benefits or showcased a different use case.
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