Bostik enlists real tradies to front new campaign via Arize Communications + The Word Collective

image001 (1).jpgToday, Bostik is officially coming clean about a viral video that leaked on Facebook in April. This May, Bostik introduces the Bostik Boys - two real tradies pinched from the job site and asked to front line an extensive digital, PR and in-store and trade site campaign via Arize Communications and The Word Collective, which officially launches tomorrow for Bostik's emerging and expanding trade adhesives category.

VIEW THE BOSTIK BOYS INTRO TEASER
VIEW THE TRADIES LIFE TEASER
Mark Menagatti (AKA Spaghetti) and Adrian Franchina, are not playing a role - they are honest, hardworking tradies who own construction companies. Bostik, a world-class leader in adhesive products, is quickly becoming masters of all things trade with over 30 different product lines now available at hardware stores nationally.
 
Unfortunately for Bostik, these guys are tradies through and through - they won't be packing up shop anytime soon to pursue a career in acting.
 
The work-time hours of Mark and Adrian are carefully considered when devising the mechanics of their involvement with Bostik - meaning their involvement with Bostik may be stretched over a period of years. There ambassadorship with Bostik includes thought leadership about new products and packaging, headlining media, video creation, media spokespersons and even availability for on-site assistance.
 
Says Mark: "Due to TV shows a tradies life looks easy, it isn't as easy as what you think."

Mark and Adrian were selected by Bostik to cut through the grease and talk straight about common tradie gripes, do's and don'ts of DIY and the reality of working in construction.

Says Adrian: "I like to rock up and see something terrible and make it look amazing."
 
Bostik is not holding back with the Bostik Boys - Bostik's aim is to connect customers to Bostik in the trade space and break down the jargon.
 
Anthony Voyage, marketing manager at Bostik got inspiration for the Bostik Boys as he dived deep into the history of Bostik.

Says Voyage: "Bostik have been around for over 102 years and our products have grown and adapted with our customers especially in the trade space. We wanted authentic tradies who are on the tools 24/7. Tradies that wake up before light and come home after dark. We have Bostik product in many thousands of tool boxes around the country at any one time and we want our consumers to be proud of our connection."
 
Aside from being experienced professionals, Mark and Adrian together are a nod to the old and new way of doing things. Adrian is from a slightly younger generation where technology is king and while Mark may refer to Facebook as 'the Facebook', these boys are experts who strive to find ways to improve on their work and make better use of the hours in a day.
 
Adrian may hang his head while he hears Marks attempt to come up with a cool way to vocalise his thoughts on cheap products, "cheap product ordinary job, quality tested product perfect job", but the sentiment of outputting quality work is the same.
 
Coming up next in the Bostik Boys mini video series is a glimpse into a day in a life of these two lovable larrikins'. As well as practical DIY and trade tips, in the video sequels the boys share vital life questions like how often you change socks and the age-old question of preferences over a pie or a sausage roll.
 
Says Voyage: "We hope the Australian public find this approach refreshing, informative and engaging."
 
The Bostik Boys campaign happens in conjunction with the launch of Xtreme adhesives and sealants. The Xtreme product range features 4 different versatile adhesive and sealant products across. Xtreme High Tac which is featured in the range will instantly stick and hold to just about anything under 200kgs.

PR Agency: Arize Communications
Creative and Digital: The Word Collective
Production Company: AE creative

1 Comments

Jenny said:

Are your services available in SA I hope so!

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