Glue Dots
Challenge
Glue Dots is a unique and amazing product. However, at retail, consumers unfamiliar with this spot adhesive had trouble recognizing the usefulness of Glue Dots in their lives. There were some key challenges presented. First, the retailer required that 3 languages be used for all copy, all in equal weight, second, the client required that we use existing package die lines and Glue Dots colors, and third, both the retailer and the client required that we make it clear that Glue Dots is non-toxic and photo safe.
Solution
To earn better recognition on the shelves, C-22 redesigned the Glue Dots package to deliver clear messaging and grab more attention. To meet the challenge, we started by limiting the amount of package text in order to improve the visual communication. This included adding large color swatches to help guide consumers through the levels of adhesive. Then, photos of finished projects were added to help customers visualize how the product could be used, and images of the adhesive dots were added to indicate its exact size and shape. Finally, icons without text were created to indicate that the products were kid-safe and photo-safe, and a visual meter was made to indicate the strength of the adhesive as compared to others in the line.
Results
The new packaging was met with strong customer approval and outstanding commercial success. This packaging was given credit for helping Glue Dots find its way to the shelves of big-box stores like Walmart for the very first time.
Catch-22 Creative
Marketing communications firm providing strategic designs & solutions through branding, collateral, copywriting, packaging & promotional development.
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