Move over, Budweiser, Pepsi, Coca-Cola and automotive brands galore. The Super Bowl will have a new advertiser in 2015 — glue giant Loctite.
The estimated $4.5 million price of a Super Bowl spot represents a big gamble for Loctite, which has spent $4 million in total on measured media each of the past two years, according to Kantar Media. Through the first six months of this year, the brand spent $1.7 million. Parent Henkel, however, spent $46 million overall last year on brands that also include Dial, Purex, Right Guard and Renuzit, Kantar said.
Loctite will go all in with a spot at the beginning of the fourth quarter with the latest installment of its less-than-year-old #WinAtGlue campaign from Fallon, Minneapolis.
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