W Network bonds with Elmer’s

New on-air promotion for glue brand focuses on ‘bonding moments’

W Network is taking the notion of sticky content to the next level.

The Corus Entertainment network has partnered with Elmer’s Glue on a new month-long promotion built around its Saturday night movies.

Starting this Saturday and running through Aug. 30, the marketing program focuses on “bonding moments”—movie moments that stick with viewers. The 30-second interstitials will appear midway through W Network’s two-hour movie block.

The spots will highlight emotional moments from a series of films, including a couple falling in love in The Notebook, a mother returning to her young child after time away in I Don’t Know How She Does It and a father encouraging his adult daughter in He’s Just Not That Into You. 

Presented by Elmer’s Glue, each spot features the tag “Let’s bond.” The program is targeting women 25-54, and is rounded out by on-air billboards and promotion. Campaign elements drive viewers to Elmers.ca, where they can watch a series of hints on preparing kids for the back-to-school period.

“We love when we partner with a brand that allows for inspired ways to get their messages to audiences,” said Lynn Chambers, vice-president of client marketing for Corus Entertainment. “The ‘Bonding Moments’ campaign is a great example of creativity working to add to our viewers’ enjoyment.”

Elmer’s Glue is a division of Elmer’s Products, an American company whose other brands include Krazy Glue and X-Acto knives and office supplies.

Media Articles

TV Everywhere offering can help retain paid TV subscribers (Study)

Research presented at CTAM Canada forum shows that awareness of these services drastically outstrips adoption

Air Canada launches online content hub for frequent flyers

Airline courting premium brands for new site

Postmedia launches auto-focused sales unit

Six-person team charged with defending and growing key advertising category

Bell unveils Grey Cup sponsors

Marketing programs include a variety of on-site activities and in-show segments

Chatelaine debuts new housewares collection

Chatelaine Home Collection will be sold exclusively by The Shopping Channel

Twitter expands commerce tools with ‘Offers’

Short-messaging service continues to branch out into shopping

Fox struggling to find audience in new television season

Network finishes fifth in prime time viewership