Selleys launches Undo Glue in Australia

Selleys has introduced Undo Glue, a new removable adhesive innovation in Australia. The product is designed to bond firmly to surfaces and can be removed without mess or damage by using a twisting motion, a feature marketed with the phrase ‘Twist to Undo’.

Independent brand agency Bulletproof led the brand strategy, identity, packaging, and motion design for the launch. The agency identified a market opportunity to simplify consumer choice in the adhesive category, noting that one in four consumers leave the aisle without a purchase due to product complexity. The new branding utilizes a distinctive typemark and bold yellow iconography to communicate the product's ability to be reversed.