The toughest boss on planet Earth

GORILLA GLUE

CHALLENGE

Gorilla Glue makes the toughest products in the adhesives category. Unfortunately, toughness is something every competing brand claims, too. To break out of the sea of claims about strength and durability, we had to find a way to make toughness feel like a living, breathing, grunting part of the company.

GORILLA GLUE

GORILLA GLUE

SOLUTION

Enter the Chief Tough Officer: a gorilla who doesn’t just run quality control like an adhesive-obsessed primate, but who elevates toughness at the company from the top down. Through teasers, launch spots, social content, influencer partnerships and even a LinkedIn job posting, we created a character people could believe in and out-toughed the category in a way no other brand could.