ADHESIVES & SEALANTS
TRENDING TAPES A
s with all companies operating in this sector, we are constantly researching consumer needs, professional trends and wider
industry changes. They all have an impact and drive what we do.
In a crowded market such as adhesive tapes, the outsider may think that there is little scope for change, but this is far from the case. The product ranges within this sector are evolving, developing and being added to, for a variety of reasons.
Masking and decorator’s tape - which makes up the bulk of our business, with our market- leading FrogTape®, Duck Tape® and trade favourite, Kip – has to work alongside other elements - surfaces, tools, paint. It’s the most basic prerequisite. But other products change and it’s part of our role to keep up with those changes and stay ahead wherever possible. For example, we are seeing much more technically advanced paints enter the market, paints that work on exterior surfaces more effectively and can clean themselves. Self- cleaning paint sheds dirt upon contact with water, which is fantastic for the performance of the paint itself, but causes a slight complication for masking tape as it makes adhesion more difficult.
We’re delighted, therefore, to launch FrogTape High Bond Exterior Tape, which has been created for use on a range of painted surfaces such as wood, metal, vinyl, aluminium, brick, stucco and concrete. This is engineered to consistently adhere to self-cleaning paint technology. With very high adhesion and a crepe paper backing, it’s ideal for smooth and rough surfaces and can hold poly paper in place for spray painting. It’s easy to mask around exterior surfaces such as doorways and windows and can be removed cleanly without shredding or residue, even after three days. It’s vital to work closely with paint, surfaces and tools manufacturers to ensure it all ties in. There is definitely a more considered approach to non-essential spending in the UK right now, driven by the cost of living crisis, political uncertainty, Brexit and Covid. People are still seeking out cost-effective ways to upgrade their homes, though. And if the housing market slows, we could see more home improvements. Homeowners and renters are aspiring to more comfortable, mindful, functional and sustainable living environments. The commercial build space is also evolving with more collaborative, social spaces. This all points to a need for products and professionals to be on hand and ready for any task.
New product development is an essential part of a building supplies business as Shurtape md Jason Burn tells BMJ.
Decorating has enjoyed a real boom over the last couple of years - “painting” received over 100,000 web searches in the last month as people looked at ways to add change and colour to their homes, and there are over 160million Instagram posts using the #InteriorDesign hashtag. Home magazines have also seen a boost in circulation, bucking the trend of declining print in other sectors - and a survey revealed that 82% of UK adults regularly tune in for at least one home or property TV show. With new trends, styles and celebrities getting involved all the time, home improvement is not going away. We work closely with builders’ merchants to understand the needs of the customer and consumer - collaboration is key. We also have partnerships with building and decorating professionals who support and promote the strength and flexibility of T-Rex® - our all- weather, all-purpose strong adhesive tape. As surfaces and paint products improve, and trends shift, our ranges will constantly evolve and adapt to work alongside them. We’re delighted to have such strong partners in the building industry, and it is those collaborative partnerships that will help us stay ahead of the curve – and continue to drive the sector forward. BMJ
SMART MOVE TO DRIVE THROUGH SALES Setcrete has unveiled a new promotional campaign for its new Level-Smart water-mix levelling compound.
A
imed at professional builders and other specifiers, the new advertising-led campaign from flooring adhesive brand Setcrete
aims to drive merchant sales of Level-Smart over a three-month period starting in April 2023. To ensure merchants are up to speed with what’s happening, there’s also an awareness campaign running in the builders merchant press over the same period.
The campaign creative uses iconic imagery associated with historical ‘smart people’ including Albert Einstein, Sir Isaac Newton and Leonardo Da Vinci to underline the ‘smart’ technology behind the product, while
highlighting key benefits that builders will relate to. These
include fast setting and drying, the ability to
apply it directly over old adhesive residues, and removing the need to prime the subfloor before application.
The water-mix formulation of the product also offers an alternative to ‘bag and bottle’ levelling compounds, which were previously the
February 2023
www.buildersmerchantsjournal.net
‘go to’ choice for levelling compounds suitable for use over old adhesive residues. The absence of an accompanying liquid reduces both the volume and weight of product that builders need for a job and eliminates the environmental impact of using plastic bottles needed to package liquids. Setcrete Brand Manager Peter Wilson says: “The promotional campaign for Setcrete Level-Smart plays on the ‘smartness’ of the product in being able to deliver time saving benefits that builders will instantly appreciate. Ad campaigns will run concurrently in professional builder media and merchant press to ensure universal awareness of the product; driving demand from builders and encouraging merchants to stock up to take advantage of that demand.” BMJ
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