Krazy Glue has partnered with World’s Strongest Man and actor Hafþór Björnsson (Game of Thrones) to see how much weight its adhesive can really handle. Consumers are invited to suggest outlandish weightlifting challenges for Björnsson to attempt during a live event in December.
“Man vs. Glue” seeks to prove Krazy Glue’s declaration that its adhesive can hold up to 1,000 lbs. with a single drop. Björnsson holds the title of World’s Strongest Man and was happy to test this first-hand.
Consumers are invited to suggest weird and wacky challenges for Björnsson, such as a motorcycle or “70-gallon fish tank filled with electric eels.” Each item has to weigh at least 500 lbs. And will be suspended from a barbell using only Krazy Glue. Suggestions can be made through Krazy Glue’s social channels with the hashtag #ManVsGlue. Fans can also suggest them directly to Björnsson himself, whose video announcement has garnered nearly 300,000 views in its first day.
Curious fans can watch the challenge live on December 5 from Krazy Glue’s Facebook page or in-person at Center415 in NYC from 6:15-8:00 p.m. The “Man vs. Glue” event is free and open to the public.
In a statement announcing the partnership, Newell Brands (parent of Krazy Glue) said they are always looking for fun and extreme ways to showcase the glue’s strength.
Last December, Krazy Glue hosted a pop-up in Manhattan that hung heavy items from the ceiling and shelves. Consumers who visited the pop-up or followed Krazy Glue’s social media pages could guess the weight of each item for a chance to win it. Dangling items included a 263 lb. Pool table, a 130 lb. home gym, a TV and an Xbox console, among others.
Newell Brands includes other familiar names like Paper Mate, Sharpie, Prismacolor, Elmer’s, First Alert and Yankee Candle. The company reported a 7.7 percent drop in revenue for Q3, citing a new revenue recognition standard and the loss of business from Toys ‘R’ Us. The company predicts total net revenue to reach $9 billion for 2018.