Non-Stick Bonding

You can get yourself out of any sticky situation with the right adhesive, says ResiQuick in its latest campaign

Taking a dig at your rivals is one way to set yourself apart from the big players, especially if they have a better brand recall. But an alternative would be to identify the product’s weak point and go for it. For a maiden campaign, instant adhesive brand ResiQuick’s latest commercials are no doubt funny in their own way, but you can’t miss the hints. Lowe Lintas’ executive director Sagar Kapoor agrees: when you’re promoting two similar products, there can only be so much difference in its components. So while typical adhesive brands would go for the problem-solving approach, ResiQuick goes about showing how to prevent wreckage.