WTF: How a New Adhesive Brand Became a Pop Culture Phenomenon

Creative idea

How do you launch a completely new brand in a highly contested but typically mundane category like adhesives? As the brand was entirely new to the market, we named the product so everyone would be instantly familiar with it upon launch. Enter WTF. World's Toughest Fix, the world's first lifestyle adhesive brand. The WTF mentality was showcased through tough product design, a strong anthem featuring Pasi & Anssi, and demonstrations of toughness with influencers. From day one, WTF achieved brand recognition and brand loyalty levels similar to major brands like Coca-Cola and BMW. Its strong branding made it the fastest-growing product in the category.

Brand name: WTF
Advertiser / client: Rakennuskemia Oy
Product / service: WTF Adhesives
Campaign name: WTF-World´s Toughest Fix
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Additional company: Rakennuskemia Oy
Production company: OneFX
Web address: https://worldstoughestfix.com/
Agency chief executive officer: Riku Vassinen
Executive creative director: Tobias Wacker
Creative director: Riku Vassinen
Designer: Hanna Katajainen
Strategic planner / strategist: Riku Vassinen
Music: Warner Music Finland
Agency producer: Aleksi Koskinen
Additional company: Mikko Ikonen, Rakennuskemia OY, CEO Milla Ikonen, Rakennuskemia OY, Marketing Director Kristian Nurmi, Rakennuskemia OY, Graphic Designer Aki Eqvist, Warner Music Finland Oy, Producer Joonas Naskali, Warner Music Finland Oy, Producer Henri Kiviniemi, CEO, OneFX