Who cares if it is "new and improved"?

When the cap of your bottle of glue clogs, sometime the only way to get glue out is to either disassemble the cap or take the whole lid off. Disassembling the cap if effective, but a one-time solution. Taking the cap off makes dispensing the glue more difficult.

I saw this ad in the April 2012 issue of Popular Science. I thought that an "Anti-Clog Cap" would seem to be a great idea. This is an easy improvement to sell to customers. Virtually every customer has had the experience of a clogged cap on a bottle of glue and would appreciate the improvement.

As a sometime user of wood glue, this design looks like a logical improvement of the existing designs. I've never purchase Gorilla Glue before, but this new cap design might be enough to get me to try it.

As I've mentioned before, when marketers communicate with customers, and prospective customers, they have a linked sets of goals. They are trying to move the customers along the action continuum; Awareness-Attitude-Trial-Purchase-Repeat Purchase. This ad deals with the first two steps; Awareness and Attitude. While I was familiar with the brand before, I can see the advantages of the "Anti-Clog Cap". While Gorilla Glue may be a more expensive than other brands, the cap should reduce wastage, which will drive down the cost per use.

And while the B2C customer is generally not as concerned with the total cost of ownership as the B2B customer, the B2C customer should be.

"The bitterness of poor quality is remembered long after the sweetness of low price is forgotten." Benjamin Franklin

Cheap and single-use may be attractive in the short term, but very often turns out to be more expensive in the long term. The challenge is to get customers to think about the long-term.