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 boring category like adhesives? Naming the product in a way that everyone would already be familiar with it from day one: Enter WTF. World's Toughest Fix, the world's first lifestyle adhesive brand. The WTF mentality was showcased in tough product design, a strong anthem featuring Pasi & Anssi, and demonstrations of toughness with influencers. WTF focused on non-traditional channels and created content that resonated with the target audience. From day one, WTF had brand recognition and brand love on par with many well-established brands.The launch exceeded all the business targets.

Brand name: WTF
Advertiser / client: Rakennnuskemia Oy
Product / service: WTF
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
Strategic planner / strategist: Riku Vassinen
Music: Warner Music Finland Oy
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