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Elmer's Canada readies Bonding Moment campaign

Adhesives company Elmer's Canada will conduct a promotion this month for its Elmer's Glue product line in association with W Network. The campaign, called "Bonding Moments," will consist of 30-second videos that will air during the channel's Saturday night film broadcasts for four weeks beginning Aug. 9.

Each video, created by W Network, features a scene from the night's movie in which two characters become closer. Each ends with the tagline, "Let's Bond." The national campaign will also include on-air billboards and promotion. The creative encourages viewers to visit Elmers.ca for advice on preparing children to return to school. The effort is aimed primarily at women between the ages of 25 and 54.

"When consumers think of glue, they think of Elmer's, and using fun word play we are connecting our audience on W Network with a great product," said Lynn Chambers, vice-president of client marketing at Corus Entertainment. "We love when we partner with a brand that allows for inspired ways to get their messages to audiences. The 'Bonding Moments' campaign is a great example of creativity working to add to our viewers' enjoyment."

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