Distributing newspapers by throwing them directly at people´s front doors is a common practice around the world and Guatemala is no exception.

We attached different ceramic figures to the newspapers, together with a sample of Loctite Super Bonder. When the newspapers were delivered (thrown) to people´s homes, the ceramic figures immediately broke into pieces. Super Bonder was there to help people glue them back together.

Through our sampling strategy, we turned the worst medium to deliver ceramic figures into the best medium to massively demonstrate Super Bonder´s gluing power.

On the 27th of february, we attached different ceramic figures to 1,500 newspapers that were handed out in Guatemala City, together with a sample of Super Bonder and delivered it to subscribers of Prensa Libre directly to their front doors.

Through our sampling strategy, we turned the worst medium to deliver ceramic figures into the best medium to massively demonstrate Super Bonder´s gluing power.

Breaking News was one of the most commented and shared news among our target audience. By breaking ceramic figures, we also broke our internal record with an 11% increase in sales.