Sellotape looks to television to strengthen diluted brand name

Sellotape is returning to TV advertising for the first time in two decades in an effort to re-establish a famous brand name that has become a generic.

Henkel, the German industrial giant that owns the brand, wants to stop it being used as a universal description for sticky tape, just as Hoover is the name applied to all kinds of vacuum cleaners.

Manchester's BDH/TBWA has produced a 20-second spot airing nationally from next Monday, which will focus on Sellotape Original.

The campaign marks the start of a new marketing impetus behind the brand following last year's acquisition of the Sellotape Com-pany by Henkel Consumer Adhesives.

The takeover added Sellotape to Henkel's stable of adhesive brands, which includes Pritt, Loctite, Unibond, Solvite and Duck.

The Media Shop is buying media for the campaign, which uses a man who purports to be a mind reader to deliver the message.

He tells viewers he is about to show them an object and asks them to describe it with the first words that spring to mind. He holds up a roll of Sellotape for a few seconds before telling his audience: "I know what you're thinking." The ad closes with a pack shot and the line "There's only one Sellotape."

The ad was written and art directed by Danny Brooke Taylor and Gary Hulme, and directed by Anders Hallberg through Onward.

Arnold Sindle, the BDH group chairman, said: "We wanted to demonstrate the fame of the brand without coming out and saying its name, and allow viewers to make the cognitive leap themselves."

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