Duck Tape®, the world-leading duct tape brand, is launching a range of products to a whole new audience across the UK, targeting the booming craft market*.
The Duck Tape® Colours adhesive tape range is being introduced to offer consumers a selection of bright, durable and flexible tapes that can be used to create and decorate anything, from schoolbooks to scooters, purses to picture frames.
Comprising a range of bright colours and patterns, the general purpose cloth tape is made from a durable polyethylene film combined with cotton, with a high tack natural rubber adhesive. Though tough and strong, it’s also easy to tear, so is safe for adults and children alike. Each roll is 48mm wide and 9.1 metres long, with a suggested RSP from £4.99.
The initial UK Duck Tape® Colours range will comprise 15 solid colours and designs and owner Shurtape Technologies LLC has confirmed that there is the potential to add to the range. Duck Tape® Colours is experiencing phenomenal success in the US, where the world’s first Duck Tape® store just opened in New York, selling an extensive range of coloured, patterned and licensed Duck Tape®. There is an annual festival, national college competitions and the range has received state-wide TV attention due to its strong brand loyalty, which Shurtape UK recognises and hopes to harness here.
“Duck Tape® is known in the DIY and stationery industry for its ability to repair and now its strength will be used to create and decorate,” said Colin Gadd, MD of Shurtape UK. “The Duck Tape® Colours range has been very successful overseas and we are delighted to introduce it to all retailers here in the UK for the first time. With the ongoing rise of craft amongst consumers of all ages, we’re confident this range will prove very popular.”
“It’s the latest craze from the US and it’s available now in the UK,” says Shurtape UK Head of Marketing Alan Murray. “The launch is being supported with a full programme of marketing support, including TV, print, social media, extensive ‘How To’ videos on YouTube and local Duck Microsite, a national proactive PR campaign and supporting point of sale.”
*Crafting as a hobby and a business is continuing to increase in popularity and is estimated to contribute over £3 billion to the UK economy each year, according to the Crafts Council. The Craft site Etsy, for example, attracts 42m visitors each month and increased sales from a standing start in 2005 to $525.6m in 2011. Not On The High Street is now a multimillion pound business and the high street has also embraced the trend, with Hobbycraft now boasting 75 stores around the UK and the major multiples all offering craft products to their customers. Independent high street retailers are also faring well; the current Shop of the Month as voted for by the Indendent Retailers’ Confederation is Craft Arena in Essex, and Sky News and The One Show have both highlighted craft concession stores Traders Outlet (South Manchester) as being the future of independent high street trading.