Animated character ‘Bluey’ features the uses of Blu-Tack in latest Bostik campaign

Bostik has launched a new campaign to remind Australians of the endless uses of Blu-Tack.

The campaign asks ‘What kind of tacker are you?’ showing Blu-Tack can by used by people of all ages, including ‘Tidy Tackers’, ‘Party Tackers’ and ‘Little Tackers’.

A new animated character ‘Bluey’ has been introduced, bringing Blu-Tack to life.

The campaign is a collaboration between Communicado and production house Hooves.

Consumer category manager for Bostik, Mellissa Coulter, said the campaign brief was to drive engagement with consumers for the iconic heritage brand.

“Our brief to Communicado was to create a reminder and rejuvenation campaign to stimulate sales in the stationery category.

“Blu-Tack is more than you imagine and we hope this new campaign will bring relevancy to a new wave of consumers by getting people to rethink Blu-Tack in a modern way.”

Animated character Bluey brings the product to life

Producer for Hooves, John Pace said: “Our brief was to capture that utility in a fun and engaging way that spoke to the many creative ways we all use Blu-Tack in our everyday home, school or office lives.

“We revelled in the opportunity to characterise an iconic product that we’ve grown up using and to explore and celebrate its thousand and one uses.”

The campaign highlights the endless uses of Blu-Tack

Senior account director for Communicado, Nicki Cole, said she wanted to evoke nostalgia in adults who may have forgotten about Blu-Tack and its uses.

“As kids, we all tacked posters to our walls and imagined our future wedding to our favourite actor or musician pinned above our bed.

“We hope by celebrating the heritage of the brand while also getting consumers to rethink and get creative with Blu-Tack, we can encourage consumers to rediscover the classic adhesive.”

Creative Agency – Communicado
Production – HOOVES
Social Media – Communicado
Media Agency – Consumedia
Bostik Australia – Marketing Director Anthony Voyage, Category Manager Mellissa Coulter


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.