College students review Araldite brand
1 min read
First year Media students at South Staffordshire College's Lichfield Campus are at the first creative stage in a brief to revisit the brand heritage of Araldite adhesives.
A number of teams will pitch a proposed 30-second TV advertisement to an expert panel in a dragons-den style showdown. The judging panel will include representatives from Araldite's international marketing team, from creative agency Tregartha Dinnie and from South Staffordshire College's Media lecturing staff.
The students had a briefing recently which gave them background and insights into the history and heritage of the brand, then laid out the challenge to create advertising which will appeal to the UK's next generation of DIY'ers, hobbyists and creative craft enthusiasts. They were shown images from PR and advertising campaigns going back to the 1960s, featuring one of the classic campaigns of the 1980's with a Ford Cortina stuck to a billboard.
Jean-Luc Pieau, marketing manager for DIY and channel management at brand owner Huntsman Advanced Materials says the working relationship with South Staffordshire College is providing valuable insights into the way young consumers view the brand and what they believe the key messages will be for their age group.
