‘Engineering Adhesives for the Modern World’

Bostik approached Gravity in May 2019 following the recent acquisition of a specialist adhesives company called Afinitica – and was under pressure to launch Afinitica’s product portfolio globally under a new Bostik engineering adhesives sub-brand called Born2Bond™, in just 90 days.

The products acquired from Afinitica comprised of a range of instant adhesives, also known as cyanoacrylates, which would become the first product range of Born2Bond™, with more to follow over the next three years.

Unlike typical instant adhesives, the Afinitica products are created using a unique patented ‘Crackless’ process that results in low odour and non-irritant solutions, making them safer for workers - as well as leaving no trace (no white crystallisation which is often left by products of this type). The process also uses far less energy than traditional processes, meaning it supports sustainability agendas.

Bostik was eager to find a strategic partner to assist with the challenging short-term launch objectives, as well as the long-term development and execution of a brand and marketing strategy, incorporating the roll-out of future new product ranges.

In addition to the time pressures, the global engineering adhesives market is complex, competitive and dominated by brands such as Loctite (Henkel) and HB Fuller which offer diverse and long-standing product ranges. Compelling messaging, attention-grabbing creative and highly targeted activities were therefore fundamental to achieving success.