Selleys, a do-it-yourself (DIY) products company, has long been a fixture in the Australian market.
Founded 87 years ago, the company has grown from a firm that manufactures and sells putty and adhesives into one that homeowners in Australia can rely on for various carpentry, car care, and household products.
Selleys’ longevity as a brand attests to its ability to provide high quality products to its target market.
However, that doesn’t mean the brand was content to rest on its laurels. It understood that it needed to engage its target audience in a meaningful and “sticky” way.
That’s why in 2025, it came up with a campaign that not only flexed the strength of its product but also drew buzz for the brand!
Here’s how that campaign played out…
It’s Yours… If You Can Take It
Selleys is known for its Liquid Nails product, an adhesive used to bond building materials without the use of nails.
Photo from Unsplash
To demonstrate just how strong and reliable this product is, Selleys, together with its creative partner Howatson+Company, came up with the “If You Can Take It It’s Yours” campaign.
It’s simple yet remarkably witty. The brand made a spectacle out of demonstrating the strength of its liquid nails adhesive.
The brand made a spectacle out of demonstrating the strength of its liquid nails adhesive.
This was done by gluing a variety of objects into a giant billboard. Some of the objects include a kayak, an arcade machine, a cricket bat, toolbox, and a 2.8-meter marlin figure.
The choice of these objects were deliberate because the liquid nails adhesive was marketed as having the ability to hold 400 kilograms of holding power per square meter.
Of course, this campaign wasn’t as cut-and-dry as it initially seemed to appear.
You see, the campaign came with a twist.
Photo from Unsplash
The objects glued onto the billboard weren’t just for show.
Australians who visited the exhibit could keep the objects glued to the billboard…
… provided that they’re able to pull those things away.
To draw more attention to the stunt, Selleys invited influencers to participate in the exhibit, alongside regular bystanders who wanted to try their luck.
A YouTube video was also uploaded to draw further attention to the campaign.
The “If You Can Take It It’s Yours” campaign managed to deliver the following results:
- It generated over 47 million views across multiple social media platforms.
- It delivered a 12% increase in brand awareness.
- It contributed to a 5% sales increase for Selleys.
Aside from those results, the campaign was featured on various Australian media publications and earned accolades from awards-giving bodies like The One Club and D&AD.
What made it so successful?
It’s simple, really.
Selleys put a creative twist on flexing the effectiveness of its product.
By coming up with a practical and witty demonstration, Selleys was able to draw eyeballs for both its flagship product and brand.
Awesome, right?
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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