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.
FIRST, WE HAD TO HIRE HIM
Instead of simply introducing the Chief Tough Officer, we announced the opening. We launched a very real-looking search for the toughest job on Earth, complete with a LinkedIn job posting, interviews and increasingly unhinged candidates (including a World’s Strongest Man). The teaser campaign built the character and the world around him before he ever showed his face, turning the eventual reveal into something people were already following.
