Taking a fledgling furniture adhesive and marketing it directly to consumers takes a team that could launch the brand at retail in a way that disrupted incumbent brands and captured shoppers’ imaginations. Reinventing Gorilla Glue’s branding by going bold, with vibrant orange palette and the image of the product in a gorilla's grip, grabbed shoppers’ attention in the retail aisle. Applying the new branding to a multi-channel campaign from print, digital, and TV to POP and in-store displays, Gorilla Glue went from unknown brand to category leader and household name in a matter of a few years.