Krazy Glue Just Hung Huge Gifts Like Sleds and TVs on a NYC Christmas Tree

Using nothing but its product

Headshot of Robert Klara

Mention a famous Christmas Tree in New York, and most people will think of the 94-foot Norway Spruce that dominates Rockefeller Center. And indeed, that's an impressive tree. It boasts 45,000 lights, untold acreage of ornaments, and a 9.5-foot star on top with 25,000 Swarovski crystals.

The Rockefeller tree does not, however, have a Ping Pong table hanging from it.

For that, you need to head downtown to Liberty Plaza and check out the Krazy Kristmas Tree. At 25-feet tall, it is a much smaller tree—and an artificial one, too. But it has other features to recommend it—like, say, the real drum kit, LED television, foosball table and aforementioned Ping Pong table that hang from its branches. As the tree's name suggests, these extremely large and heavy "ornaments" were all attached to the branches with Krazy Glue.

"We wanted to show consumers what a few drops of Krazy Glue can do," said director of brand marketing Janki Gambhir, "so we challenged our agency partners at Cohn & Wolfe to come up with a 'krazy' idea."

Because the 43-year-old adhesive brand works with the charity Big Brothers Big Sisters of New York City at this time of year, it approached a few of the charity's children to ask them what they wanted for Christmas. Many of their responses (well, the bigger ones, certainly) wound up on the tree.

The company didn't cheat with hidden screws or anything. It used exactly two drops of Krazy Glue—dropped onto metal plates machined smooth—to affix each object to the tree. Since the heaviest ornament was 240 pounds, two drops was actually playing it safe: A single drop of Krazy Glue, the company maintains, can hold up to 2,000 pounds. (While Gambhir said she had "complete confidence" that the formula would do the job, the company did hire Allied Experiential just to be sure that this idea, uh, held up.)

To make sure it got its marketing's worth at the same time, the brand shot a video to go with the tree and added a few Krazy Glue logos where appropriate, including a large green "K" at the top where a star would normally go.

Gambhir said the downtown public was suitably impressed by the tree, whose ornaments (which include a toboggan and a go-kart) really will become gifts for the kids after the tree comes down. "It gave us an opportunity to showcase the strength of Krazy Glue," she said, "and prove to consumers that it really does work."

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
Publish date: December 22, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT