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3M ‘Wonder’ campaign caters to the curious

3M’s latest campaign aims to highlight the impact of the brand’s science on everyday lives. Paul Snell speaks to Amy Newton and Robert Brittain on how it came to be.

Have you ever wondered if roads could talk to buses? Could buildings be made with tape? Can cement float?

3M hopes you have, as it’s this curiosity that forms the centre of a major new campaign launched by the brand in May.

This ‘Wonder’ campaign is the next development of its brand platform – 3M Science. Applied to life – that launched in 2015, although this is the first campaign like this the brand has run for more than 20 years.

According to 3M the campaign aims to provide an engaging thought-provoking experience, while highlighting the unexpected impact of 3M science in everyday lives.

This feature has been written exclusively for our members. Membership is free and only takes five minutes to complete, giving you access to the following:

  • What’s behind this new campaign, and what’s driving it.
  • How 3M is targeting its audience, and the messaging being used.
  • How the brand intends to roll the campaign out globally, while maintaining its intergrity and uniqueness.


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