Epoxy Brand J-B Weld, Famous for Nick Offerman Campaign, Names Planet Propaganda as AOR

By Erik Oster Comment

J-B Weld, a Texas-based “epoxy and small package consumer DIY adhesives” brand (adhesive products for repair projects, as far as we can tell), appointed Madison, Wisconsin-based independent agency Planet Propaganda as creative and strategic agency of record, following a multi-agency review.

J-B Weld was acquired from its original owners by a group of private investors led by Chip Hanson in 2008 and has expanded its product line and distribution. The company is now owned by Hanson and his management team, with Hanson serving as chairman, president and CEO.

“I originally gravitated (emphasis ours) to Planet Propaganda because of their success helping Duluth Trading Company communicate their product benefits in a clever and memorable way,” Hanson said in a statement. “What really sealed the deal was learning more about their success growing brands in a way that drives immediate sales and also builds long-term brand awareness, affinity and value.”

J-B Weld previously worked with TBWA/Chiat/Day but concluded its relationship with the agency in 2019. TBWA\Chiat\Day worked on a campaign starring Nick Offerman of Parks and Recreation fame, which debuted in 2018 as the brand’s first national broadcast campaign and will continue to run through 2020. Sadly it seems Offerman’s run with the brand will end after this year.

Planet Propaganda will be responsible for all creative and strategic duties going forward and will launch a new brand campaign next year. Hawthorn Advertising, which has worked with the brand since 2018, will continue to handle media responsibilities.

J-B Weld spent over $3.7 million media last year, according to Kanter Media. Spending was down in the first half of this 2020, with the brand committing a little over $1.2 million to its media spending, down from nearly $3.5 million over that period in 2019, according to Kantar Media.

“As longtime users of J-B Weld, we knew right away that we’d make an effective team. Over their long history, they’ve built a core of fans obsessed with their superior products, and we’re eager to introduce even more fans to J-B Weld,” Planet Propaganda partner, CEO and executive creative director Dana Lytle said in a statement. “Chip and his team are poised for even more growth ahead, and we’re up for the job.”

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