The brand identity and packaging have been designed by branding agency Tynan D’Arcy.
The new brand identity will launch in September with a £2m TV campaign and a digital and social media campaign including consumer-generated content to drive interaction with consumers following later in the autumn.
The product range has been reformulated and five new products are being introduced under four distinct occasion-based segments, Every Day, Craft, Home Office and Gifting, each with its own product range.
It will also be supported with in-store activity and a consumer PR campaign and partnerships with designs students surrounding London Fashion Week and the Young Enterprise charity.
Dave McCann, marketing director of Henkel Consumer Adhesives, says the relaunch is a “fundamental change to how the brand is managed” and revealed that a similar relaunch of the Pritt glue stick brand would follow in the first quarter of next year.
He adds that the marketing campaign aims to “facilitate brand switch” and communicate the message that “not all tapes are equal”.
Sellotape managing director Simon Duggan-Hill says he expects the relaunched brand to grow at twice the market rate.