Gorilla Glue

Gorilla Glue owns one of the most recognized toughness claims in consumer DIY — but the digital storefront had to convert that equity into product discovery, education, and purchase across adhesives, tapes, sealants, and coatings. Magnet rebuilt gorillatough.com as a brand-led commerce experience: clearer category architecture, campaign-ready storytelling, and a CMS the marketing team runs without engineering tickets.

Discovery started with how DIYers and pros actually shop toughness: by job, by substrate, by product family — not by org chart. We mapped journeys from “fix a leak” and “mount this” through category browse into PDP confidence, then pressure-tested the old IA against competitors who sell the same aisle with louder claims and weaker proof. Positioning had to feel unmistakably Gorilla without turning every page into a slogan.

Brand architecture translated shelf equity into a digital system — typography, hierarchy, and imagery that keep “For the Toughest Jobs on Planet Earth®” dominant while making glues, tapes, sealants, coatings, and fillers scannable in seconds. Creative storytelling carried that system into campaign heroes, pro tips, and project ideas so education and commerce reinforce each other instead of competing for the fold.

The digital experience shipped as a performance-first storefront: modular product templates, category landing pages tuned for intent, and CMS workflows so seasonal launches and waterproofing pushes publish without a vendor queue. Landing experiences gave hero SKUs and kits — like garage floor coating — a conversion path that matches how people decide, not how a catalog is structured.

Measurement was part of launch, not a postscript. Data and analytics setup wired product, category, and campaign events so merchandising and brand teams can see which stories move carts — and which claims stall. Feedback loops and optimization turned the relaunch into an operating rhythm: test PDP modules, refine education paths, keep Core Web Vitals honest on mobile where most DIY research happens.

Gorillatough.com now sells like the brand already behaves on the shelf: clear, tough, and ready for the next job. Marketing owns campaigns and content velocity; shoppers get product confidence faster; the storefront finally matches the equity consumers already believe.