No More Nails: How advertising helped No More Nails to get lots more sales

No More Nails the instant grab, gap-filling adhesive was launched in 1996. TV test in 3 areas in 1997 was instantly successful. A fully national roll-out followed in 1998/1999. TV supported by in-store advertising. Results: awareness, understanding of the product. Brand now selling to an additional 16 countries. Brand accounts for 10% of Henkel's DIY sales in the UK. ROI in the UK multiples sector alone was 191% by end 1999. Clear brand leader (62% in Feb 2000) with share still increasing