Gorilla Glue needed to stand out in a category crowded with strength claims and unite its growing product portfolio under one unmistakable platform. We introduced the Chief Tough Officer — making the iconic Gorilla the ultimate proof of product toughness, not just another promise. By pairing entertaining demonstrations with a phased rollout across paid social, retail, and product campaigns, we turned strength from a familiar claim into a distinctive brand story, helping drive 6.5% sales growth since launch and a 75% increase in click-through rate.