Case Study: Krazy Glue revitalizes brand momentum and wins new retail interest with Falls & Co.

Krazy Glue earns 57 million+ media impressions with Falls & Co.

Krazy Glue, a well-known adhesive brand, faced declining brand momentum as competitors outspent them. The vendor, Falls & Co., conducted an analysis that identified a strategic blind spot: the brand was missing a connection with the rapidly expanding crafting market, which was being led by women creating DIY décor and handmade goods.

Falls & Co. repositioned Krazy Glue’s product attributes to appeal to crafting audiences. Their solution included a proactive media relations program targeting women's lifestyle publications, outreach to influential craft bloggers, the development of a "Krazy Quick Ideas Design Book," and themed satellite media tours. This strategy generated over 57 million media impressions and sparked new retail interest, including conversations with Walmart about dedicated in-store crafting zones and a strengthened presence with the craft retailer Michael’s.

Krazy Glue