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

Cossette Media chosen as AOR for Canadian Government

Three-year contract grants media agency planning and buying duties

More journalists relying on social media: Cision

International survey shows two-thirds of journalists log in daily

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Quebecor reports Q2 profit compared with a loss a year ago

Erik Peladeau rejoining company's board of directors

Laas Turnbull joins ZoomerMedia

Media veteran named co-publisher of Zoomer, takes on content and IT teams

iPhones top list of preferred second screen devices

New Seevibes statistics shows Android losing ground to home comupters

Why sports apps are winning with fans

Usage is exploding as sports apps keep consumers deeply engaged

Mediative adds Dine.to and two auto sites to network

New sites boost network's reach with auto and foodie audiences