Elmer’s



Expanding the perception of slime




Innovation
Brief Writing
Brand & Product Design
Elmer’s couldn’t keep glue on shelves as the slime revolution spread around the world. Teenagers turned their families into small businesses as they found success selling slime online. Content creators get billions of views from unique slime creations, product reviews, and ASMR videos. There’s even a museum in Manhattan for those who want to get their hands busy and senses engaged.

The surprisingly lucrative business of slime is more than just a “satisfying” social media trend for kids. People are missing out on creativity, stress relief and mindful benefits because they’ve never considered it more than a tween thing. This project was originally a brief written by my strategy partner Marnie and I. A few months later, the brief attracted a group of creatives who wanted to bring it to life.  



Photo by Marilyn Nieves



Situation

Slime, a popular DIY activity, has taken the world by storm. Elmer's glue, an essential ingredient in slime, has benefited greatly from the slime revolution.




Problem

The conversation is stuck on pre-teens and slime is perceived as purely juvenile. 




Finding

Slime is more than just a kids toy. Approximately half of slime purchasers are people over thirty. Adults who appreciate slime say it helps express creativity, reduce stress and anxiety, and focus attention on something playful. 



Insight

Slime is somewhere between art and a stress ball.




Oppurtunity

People can manage their stress levels by dedicating their personal attention to something tactile and pliant. This can be in the form of exclusive collectibles by Elmers. 



Strategy

Slime does more.




Solution

A stunt that involves a limited edition collection of exclusive sensory fashion collectibles by Elmers. Before revealing that Elmer’s is behind the collection, the brand can show up in a heightened, mainstream way to effectively gain attention and shift perception to the infinite possibilities of slime.


The Idea

Le’Mers






Alternate Theraputic Reality Pop-up

A whimsical installation will be open to the public for only a few days, where a limited amount of fashion items, lined with slime, will be sold to those who can make it to the Bonneville Salt Flats.











The Le’Mers collection is for those who crave texture, color, and play. These items are designed with fidget spinners and stress balls in mind, which can help with distraction control, mindfulness and meditation, and stress relief. Exquisitely squishy, luxurious, and exclusive.














Le’Mers on social

@Le_mers_official on Instagram is the only place to buy collectibles outside of the pop-up installation. These accessories can be attached to each other, used as keychains, or carried solo.









Le’Mers will get help from influencers like @lilmiquela and Emma Chamberlain to spread the word on Instagram.







This stunt will create conversation and show that the applications of slime are infinite and for people of all ages. Le’Mers is just the start for Elmer’s to show that Slime does more. Next up, self care startup called Wellmer’s.






Mark