Discovering a New Audience to Revitalize 
the Well-known Krazy Glue Brand

Insight

Despite being a household name since the 1970s, Krazy Glue® faced declining brand momentum due to competitor outspending. Fresh analysis of internal research revealed a strategic blind spot: the rapidly expanding crafting market. With women leading the charge in DIY décor and handmade goods, the opportunity was clear —connect with creators, not just fixers. But the repositioning needed to preserve the brand’s equity with its loyal DIY base.

Strategy

Reposition Krazy Glue product attributes to appeal to crafting audiences and reach out with compelling ideas to inspire “krazy Strong, krazy Fast” crafting expressions.

Creative market reach included:
• Proactive media relations program targeting women’s lifestyle and crafting publications
• Blogger outreach targeting influential crafters
• Development of “Krazy Quick Ideas Design Book” to showcase crafting projects that could be accomplished using Krazy Glue
• Themed satellite media tours to promote holiday-specific crafting using Krazy Glue

Result

57 million+ media impressions, including HGTV, The Talk, Better Homes & Gardens, and This Old House

Walmart initiated conversations about dedicated in-store crafting zones

Strengthened in-store presence with top craft retailer Michael’s