3M ‘Super Sticky’ Post-Its
Facing increased competition from cheaper imitators, this campaign for 3M’s “Super Sticky” Post-Its used humour and an ownable product advantage to shift the fight to an area where the competition simply couldn’t match them.
3M’s Post-It brand was under attack from cheap, poor quality competition.
Their response was to put their shoulder behind a clear product benefit of their Super Sticky product.
Cabana Boys wrote three of the five commercials that went to air for campaign creators, Naked.