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Breaking with tradition: lower priced, visual knock-offs of Elmer's glue were hurting sales, until a dramatic redesign breathed new life into this venerable brand.(BRAND NEW)

Publication: Brand Packaging
Publication Date: 01-MAY-08
Format: Online
Delivery: Immediate Online Access

Article Excerpt
The story: In 1947, the first white glue was introduced to consumers. Packaged in glass bottles with popsicle-type wooden sticks attached with a rubber band, the product was marketed by Borden under the trade name "Cascorez Glue". Not long after its introduction, the glue was repositioned the...

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...under Elmer's brand name (an interesting bit of trivia for those wondering about the cow depicted in the...

NOTE: All illustrations and photos have been removed from this article.



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