Duck Tape has traditionally been a household repair staple, yet a promotion that challenged teen girls to design Duck Tape prom dresses has revitalized the brand and helped it expand into the craft industry.
“Once we became this crafting phenomena, our sales exploded,” says Traci Finkelmeier of ShurTech Brands, which produces Duck Tape. When the brand launched the “Stuck On Prom Challenge” 10 years ago, many participants requested additional options to help flesh out their dress creations. As a result, Duck Tape expanded beyond single-colored SKUs to printed options, such as skull and leopard prints, and later, designs featuring characters such as Hello Kitty and SpongeBob.
The brand’s portfolio now includes more than 100 colors, prints, and licensed designs. Social media plays a big role in potential offerings, says Finkelmeier. The Duck Tape Facebook fan page has more than five million fans, and the brand also welcomes feedback via a toll-free number.
Although girls may have initially inspired Duck Tape to expand beyond basic grey tape, the brand says young men are also fond of these newer options. “Men use Duck Tape for fixing and repairing, but they also want to add a little flair to their projects,” she says.
Source: ShurTech Brands, Traci Finkelmeier, Senior Category Manager, Licensing, 32150 Just Imagine Dr., Avon, OH 44011; 440-937-7098; tfinkelmeier@shurtech.com; www.shurtech.com.