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

Creative idea

Getting a product onto the hardware store shelf is a zero-sum game, where existing well-established brands hold a significant advantage over newcomers. To convince hardware store buyers to stock our new product, we relied on innovative brand naming. By selecting a name that everyone was already familiar with, we managed to overcome the biggest obstacle of being an unknown brand. Introducing WTF. World's Toughest Fix, the world's first lifestyle adhesive brand. WTF enjoyed instant brand recognition and was stocked in all major hardware stores. Its non-traditional content even propelled the brand to fame beyond the category buyers.

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