Pritt, the Henkel-owned glue brand, is targeting mums and children with a new range of coloured glue sticks ahead of a brand revamp early next year.
Rainbow Pritt Sticks launch early next month, and will be sold in multi-coloured packs of four, containing yellow, blue, red and green glue sticks.
Henkel is planning a major relaunch of the entire Pritt portfolio next year. It is understood that the brand is keen to target adult arts and crafts enthusiasts as well as its traditional mother and children market.
The relaunch will be supported by a marketing campaign created by 438 Communications. The Manchester-based agency is to create an advertising campaign that includes television and press work.
In February, Pritt launched a range of glue products aimed at the adult arts and crafts market (MW February 15). The specialist adhesives range, called Pritt Craft-it, includes products such as spray adhesives, hot melt guns and rollers, catering for a variety of activities such as card making and jewellery design.
Henkel aims to increase the brand’s appeal in the arts and crafts market; the adult craft glue market is worth £15m.