“PERFORMANCE IS THE KEY”

HUNTSMAN’S ARALDITE® ADHESIVES USE INDUSTRY CREDENTIALS TO UNDERPIN NEW CONSUMER CAMPAIGN

Araldite®, the Huntsman brand often associated with high performance industrial epoxy adhesives, has launched a major consumer push in Europe with a re-packaged range using the description ‘Professional Adhesives’.

A new website, http://www.go-araldite.com/, features the industry credentials of the range as depicted through some key case studies since the first Araldite® DIY adhesives were launched in Switzerland in 1946.  Applications shown include examples of Araldite® adhesives being used in performance power sports and major construction projects such as the one at the top of the famous Torre Agbar in Barcelona.

The close relationship between the objectives of consumers, professionals and industrialists in the use of adhesives has always enabled cross-fertilisation in Huntsman’s marketing approach.  Now the business is taking a fresh approach to its product range, packaging, marketing and distribution, re-launching first in UK and France with wider roll-out plans to follow.

European Marketing Manager for DIY, Jean-Luc Pieau believes that there are considerable synergies between the industrial, professional and consumer markets.

“Fundamentally what everyone wants from an adhesive is a high quality, lasting result.  Through our experience gained from decades in the most demanding of industries such as Automotive, Aerospace, Construction and so on, now enhanced by our business in the newer technologies such as Solar and Wind Power, Sustainability and Micro-technology, we have evolved a product range that is ideal for consumers.  Reliability, safety and performance are the key performance indicators.”

Laurent Chouvet, Huntsman Advanced Materials’ Technical Support Engineer  for Adhesive Composites and Tooling, has been providing compelling evidence for key customers, comparing the capability of Araldite® Epoxy to other adhesive technologies, illustrating performance for example after immersing in water and on different substrates.

Consumers will get not just the advanced epoxy chemistry but also pack styles such as syringes derived from industrial applications and consumer packs are also designed so that the plastic ‘blisters’ can be easily removed for recycling, coupled with a new environmentally friendly product formulations.

Araldite® adhesives currently enjoys a significant market share in a number of European countries with high awareness among consumers.

“The site is now in place as a key element of our marketing mix,” says Jean Luc Pieau, DIY Marketing Manager “We are confident that it will play an important role in educating the consumer and will generate interest and increased sales. It is also a great new tool for interacting with our customers – this in turn helps us learn more about their requirements and will ultimately help us drive up sales through retail.”