DÜSSELDORF, Germany/SCOTTSDALE, AZ – Loctite´s advertising at yesterday’s Super Bowl was a big success. While the game established a new record with more than 28 million tweets, Henkel´s first-ever TV commercial at the most-streamed sports event globally delivered peak performance in digital activation and social media engagement.

Henkel Adhesive Technologies took the opportunity to send its brand message to North American consumers in a very special way: Loctite products create positive feelings of success. The TV commercial convinced with top results. After airing, it immediately became the number-one topic on Twitter and Facebook and #Loctite showed up as most trending topic worldwide on Twitter.

“We are very proud to be recognized for our bravery to pitch ourselves in with the big names of the marketing world,” said Susanne Cornelius, Corporate Vice President for the Consumers & Craftsmen business at Henkel Adhesive Technologies. “The awareness we created for Loctite since we announced our participation in the Big Game is huge. We wanted people to talk about Loctite – and now they do. This will tremendously help achieve our mid-term goal, which is to significantly raise Loctite´s brand awareness in North America.”

The 30-second commercial aired during the fourth quarter of the game and built on the huge success of the current “Win At Glue” campaign launched in 2014. The spot created by Fallon, Minneapolis, featured a very special group of everyday people celebrating their success with Loctite by singing, dancing and wearing fanny packs. Once the spot aired, the conversation on social media channels sparked enthusiastic posts: www.loctiteglue.com.

“Going in to the Big Game, we were very much aware that no one would have expected what they were going to see from us - we were thrilled with the incredible amount of reactions we received,” said Fred Chupin, Vice President of Marketing North America at Henkel. “This was not a one shot isolated initiative for us, we will continue to build on this tremendous momentum to reach our mid- and long-term objectives.”