Glue Maker Loctite Gambles Big With Super Bowl Spot

Loctite will spend almost its entire 2015 ad budget with a spot at the beginning of the fourth quarter with the latest installment of its less-than-year-old #WinAtGlue campaign from Fallon, Minneapolis.

Pierre Tannoux, marketing director for Loctite Consumer Adhesives, said he’d leave other details of the creative as a surprise for closer to the game, set to air on NBC Feb. 1, 2015. He declined to say which product or products will be featured, but Super Glue is the biggest and historically best-supported brand in the Loctite family, based near Cleveland.

The ad will be part of a broader effort that will include digital and PR. By Henkel’s reckoning, Loctite will be the first home-improvement brand in the game since Master Lock ended a decade-long run in 1995.

The estimated $4.5 million price of a Super Bowl spot represents a big gamble for Loctite, which has spent $4 million in total on measured media each of the past two years, according to Kantar Media.