LIQUID NAILS® Tips On Tour™ Campaign Successfully Launched from hfa

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Branded Demo Truck to Travel the U.S. Promoting America’s Leading Construction Adhesive

LIQUID NAILS Adhesive and Hitchcock Fleming & Associates Inc. (hfa) kicked off the first LIQUID NAILS Tips On Tour truck campaign. The campaign features a specially outfitted branded truck driven by a brand ambassador who will travel much of the country giving product demonstrations to construction professionals at leading locations where pros buy their products.

The LIQUID NAILS Brand and its Akron, Ohio-based marketing agency, hfa, celebrated the new LIQUID NAILS Adhesive traveling demo program with a launch event at hfa.

LIQUID NAILS Adhesive and hfa created Tips On Tour as an innovative way to connect with construction professionals. The goal of the grass-roots campaign is to increase awareness and excitement about LIQUID NAILS Adhesive, the leading manufacturer of construction adhesives since 1962.

Mike Goldstein, LIQUID NAILS Adhesive senior brand manager, drove the maiden voyage of the truck to excited cheers from the LIQUID NAILS Brand team and many of hfa’s 100 associates. Jack DeLeo, hfa chairman/CEO, and Nick Betro, hfa president/chief creative officer, toasted the LIQUID NAILS Brand and the campaign’s expected success.

Goldstein said, “LIQUID NAILS Adhesive celebrates and embodies the same know-how, clever thinking and tenacity instilled in the contractors who trust in LIQUID NAILS Brand products. The Tips on Tour campaign initiated by LIQUID NAILS Adhesive and hfa effectively represents the innovation of the LIQUID NAILS Brand.”

DeLeo said, “Construction professionals trust and rely on LIQUID NAILS Adhesive to overcome jobsite challenges. This campaign will enable the LIQUID NAILS Brand to reach out to those professionals while promoting the extensive line of LIQUID NAILS Adhesive’s quality products.”

Betro said, “The truck is designed with bold, eye-catching graphics, including LIQUID NAILS Brand products. For construction pros, LIQUID NAILS Adhesive is a trusted partner – smart yet approachable. That’s what we’ve conveyed in the tour graphics and messaging.”

The tour includes stops at Lowe’s and The Home Depot locations, lumberyards and job sites in the Midwestern, Eastern and Southern United States from May through October 2011. The first tour stop was May 4. To view the evolving list of scheduled destinations, visit http://www.liquidnails.com/pro/index.jsp.

The product demos are designed to help contractors understand how they can reach new standards of craftsmanship using LIQUID NAILS Adhesive products, which can help provide workable solutions to the physical, logistical and weather challenges that contractors may face.

The demos include a number of tests.

A strength test features two pieces of plywood, with handles on each side, stuck together with LIQUID NAILS Adhesive. Participants will see how strong the adhesive is by trying to pull apart the boards.

A squeaky floor test features a mock floor assembled with and without LIQUID NAILS Adhesive using shank nails. Participants will be able to step on the floor in different places to see how the adhesive can keep squeaks out of floors.

An extreme temperature test includes a cooler filled with bagged ice and packages of LIQUID NAILS Subfloor Adhesive stored on the ice. Participants will apply the adhesive on a poster board to see how easily the product will gun even in an extreme temperature.

The genesis of the idea for the Tips On Tour truck came from catering trucks that visit construction sites. These trucks are a welcome sight to construction pros. The Tips On Tour truck’s size and exterior resemble a catering truck. While the Tips On Tour truck’s cargo consists primarily of product demos, the truck also has a section for snacks and beverages that will be given away to pros during tour stops.

To view and download a visual of the Tips on Tour truck, click on or copy and paste this link: http://www.teamhfa.com/clients/akzo/LIQUID_NAILS_Tips_on_Tour_2011/.

About LIQUID NAILS® Adhesive
Since 1962, the LIQUID NAILS Adhesive brand has offered a full-line of construction adhesives and caulks to do-it-yourselfers and professionals. Part of AkzoNobel and its U.S. Decorative Paints business, LIQUID NAILS Adhesive is available in home improvement retail stores and commercial distributor locations nationwide. For more information, visit the website at http://www.liquidnails.com or contact the help line at 1.800.634.0015.

About Hitchcock Fleming & Associates Inc.
hfa (Hitchcock Fleming & Associates Inc.) is a full-service marketing communications agency specializing in wildly creative solutions firmly grounded in sound strategic insights. Its fresh thinking has driven eye-opening consumer and business-to-business campaigns for retail, industrial, automotive, medical, travel, building product and government clients. Among its clients are The Goodyear Tire & Rubber Company, one of the world’s largest and most successful tire companies; Glidden® Paint, a brand that’s been defining the consumer paint market since its introduction of the first latex paint; KraftMaid®, a top cabinetry manufacturer; Choice Hotels International®, a globally successful lodging company; LIQUID NAILS® Adhesive, a leading manufacturer of construction adhesives since 1962; and Akron General, one of Northeast Ohio’s leading healthcare systems. hfa’s areas of expertise encompass branding, research, strategic planning, interactive solutions, social media marketing, public relations and media. To learn more, please visit http://www.teamhfa.com.

Press Contacts:
Mike Goldstein, LIQUID NAILS® Adhesive, Senior Brand Manager
440.297.8336, mike.goldstein(at)akzonobel(dot)com

Hitchcock Fleming & Associates Inc.
Jack DeLeo, Chairman/CEO, Ext. 6906, jdeleo(at)teamhfa(dot)com
Nick Betro, President/Chief Creative Officer, Ext. 6913, nbetro(at)teamhfa(dot)com
Pat Kunklier, Director/Public Relations, Ext. 6963, pkunklier(at)teamhfa(dot)com
888.376.7601

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