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Henkel Puts Super Bowl Spotlight on Adhesive Brand

By: Catherine Diamon

Henkel is marking a new milestone by making one of its top brands, LOCTITE, the first-ever adhesive brand to advertise during the annual championship game of the National Football League (NFL). The game is famous for being the biggest sporting and advertising event in North America, and is already renowned for being a global commercial and entertainment bonanza, with 2013 viewership reaching 110 million and attracting over 25 million tweets globally, including in the Asia-Pacific region.

“This is a very bold move for LOCTITE, for Adhesive Technologies, and for Henkel,” said Susanne Cornelius, Corporate Vice President for the Consumers & Craftsmen business at Henkel Adhesive Technologies. “We have achieved much through our LOCTITE distribution effort. Now is the right time to give consumers and customers an unforgettable experience that will make our brand the top-of-mind choice, driving it further ahead of competitors.”

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