Beyond The Bond

For over 140 years, Henkel, a pioneering chemical business, has continuously evolved, introducing ground-breaking industrial solutions to become a global leader in adhesive technologies – mainly through the iconic LOCTITE® brand, which offers reliable industrial adhesives to B2B customers in just about every industry on Earth.

With a legacy anchored in reliability and innovation, the Henkel team recognized a need to evolve the way they communicate the value of LOCTITE®. This led to the development of a new brand-defining promise to the world: Beyond the Bond.

The initiative was born out of a realization: the brand is delivering so much more than adhesives, but the world wasn’t fully seeing that. With this brand campaign, we are making sure the target audience knows the full value of LOCTITE’s products and services, including unmatched expertise, innovation, partnerships, and sustainability – capturing that unseen impact and making it resonate across every market touchpoint.