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Gorilla Tape


Gorilla Tape isn't as familiar to people as silver duct tape is, and people don't associate it as being as strong as their Gorilla Glue sibling.


Middle-class dads, 28-38 years-olds, family ‘fix-it’ men who believe they can fix anything.


Dads like to use duct tape to try and fix literally anything to seem tough, no matter how ridiculous it looks.


Through #toughenough, dads have a community where they can see what other dads consider tough, and be reminded that while every dad may be different, they all just want to be strong for their families.

Strategy: Asai Meyer, Art Direction: Lauren Morris, Copywriting: Asai Meyer

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