Bostik

Making sustainable innovation the preferred choice

The adhesives market has traditionally been highly technical and driven by fossil-based solutions. At the same time, consumers, trade partners, and brands are increasingly looking for more sustainable alternatives. With Fast Glue, Bostik introduced a unique product: a super glue largely made from a natural raw material. The castor bean.

The challenge was not only to launch a new product, but to answer a critical question: how do you make sustainable innovation both understandable and attractive at the moment of choice? Without compromising on speed, reliability, and ease of use.

The behavioural question

What needed to change?

Consumers and trade partners should not only see that Fast Glue works quickly, but consciously choose a more sustainable alternative. And at the same time recognise Bostik as a brand taking concrete steps toward a more sustainable future.

Our approach

We started from the target audience’s decision-making behaviour. In this context, attention is scarce and choices are made quickly. Sustainability only works if it is clear, credible, and immediately relevant.

Together with Bostik, we sharpened the story behind Fast Glue. Speed and performance remained essential, but were strengthened by the product’s origin. The castor bean was no longer a technical detail, but meaningful proof of sustainable innovation.

Sustainability became not an additional claim, but a logical reason to choose.

We translated this proposition into:

a clear sustainable positioning for Fast Glue
a communication strategy and assets combining natural origin and performance
activation for both trade partners and consumers

What this set in motion

Fast Glue became recognisable as a product that combines speed and sustainability. For Bostik, this marked a visible step within its broader sustainability ambition. For trade partners and consumers, it became easier to make a conscious choice. Without compromising on quality or ease of use.