Problem
Duck Tape needed to make ads targeting Gen Z to ensure their brand would continue to appeal to the new generation of consumers. Currently, their advertising mostly targeted older generations because of their larger market share with an older audience.

Insight and human truth
Gen Z is currently at the age where they may be moving out into their own homes. The average yearly income for Gen Z in Canada is $35,000-$50,000/year, and average yearly rent for a one-bed one-bath apartment is $21,000-$22,000/year. This means on average, Gen Z is spending half their yearly income on rent to live on their own. When emergency repairs occur, sometimes Gen Z might not have enough savings to get a proper fix.

Outcome
Copy and visual based ads that promote Duck Tape as “The Quick Fix That Sticks”. When costly repairs are needed, sometimes a temporary solution is what people need before they can afford a proper fix. Duck Tape gets the job done for cheap.