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3M ‘Super Sticky’ Post-Its

Product benefit to commercial advantage.

January 17, 2013

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.

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