Selleys has launched Undo Glue, a removable adhesive built for people who redecorate as their lives change. The Australian campaign, created with Howatson+Company, positions the product around a simple promise: a strong hold on tiles, glass, concrete and painted walls, followed by clean removal that does not damage the surface.
Rather than lead with strength, the brand is telling a life-stage story.
A product demo disguised as a life story
The campaign film follows one home across different stages of life. Sports memorabilia gives way to a nursery, a cuckoo clock is mounted and later removed, and everyday objects such as keys, mugs and hanging baskets find temporary places around the house. The film closes with a hand twisting a hook off a wall, before the campaign line lands: “Stop. Twist. Undo. Now you get it.”
By repeating the glue-and-undo cycle, the creative treats removal as the proof point, not an afterthought.
Why the reframe matters
Most adhesive marketing sells permanence: how long something stays, how much weight it holds, how firmly it grips. Selleys is betting that the overlooked pain point is the removal moment. That matters for renters, students and frequent redecorators who want flexibility without losing deposits or repainting.
Endi Asmira, Global Marketing Director and CMO at Selleys, captures the positioning: “Homes change as life changes, and sometimes you just change your mind.”
This is a clean example of the jobs-to-be-done lens. A customer does not simply buy glue; in this case they are hiring a product to do two jobs: hold items securely now and release cleanly later. The campaign dramatises the second job, which most competitors leave unspoken.
The rollout
The campaign spans out-of-home, social media, influencer marketing, public relations, in-store placements and radio. Production was handled by Pool Collective, with Team Inspire, part of Omnicom, as the media agency.
- OOH and social: carry the visual hook and the twist-off demo.
- Influencer marketing: lends a relatable “I redecorated without damage” proof point.
- In-store and radio: close the gap between brand idea and product trial.
Simon Friedlander, Group Creative Director at Howatson+Company, said the team wanted the product to speak for itself: “Most people have a removable hook story that didn’t end well, so we knew the product had to do the talking.”
What marketers can borrow
The takeaway is not limited to adhesives. If your category only shows the primary job, look for the hidden second job customers worry about: unsubscribing without friction, removing a filter, undoing a purchase, reversing a decision. Making that moment easy to understand can become a differentiator.
Source: MARKETECH APAC
