For years, Gorilla Glue was that popular brand of adhesives with an interesting label found on shelves in Big Box retailers. It sold well. People loved it. And it worked. It worked great. The product had great packaging and recognition, but it lacked a brand voice. With these ingredients, Pocket Hercules created a distinct point-of-view message that stands for self-reliance and aligns itself with the growing legions of do-it-yourselfers who would much rather spend a Saturday afternoon fixing a broken chair than going to the mall to buy a new one.
In a disposable society where anything that's old or broken is either kicked to the curb or discarded into some forgotten corner of an attic, Pocket Hercules leveraged the cultural backlash against throwing stuff away with the burgeoning DIY movement to inspire a little self-reliance. These broadcast spots and web videos were intended to encourage people to stop throwing things away and to instead roll up their sleeves, get their hands dirty and fix that which can be fixed using Gorilla Glue.