Today, the company’s branding appears a little different to the US entity’s branding, appropriate to each market, with distribution across Australia, New Zealand and much of South East Asia.
As a benefit of Selley’s initiative, the product become known as Selleys’ flagship product for many decades, from skilled tradespeople to household and DIY users. From around 1959 onwards, Selleys capitalised on the expansion of the ‘DIY’ market in Australia and became synonymous with sealants and adhesives in the category.Īlthough it’s unclear how it came to be, sometime from the 60s onwards (or later), Selleys acquired the right to sell Liquid Nails as a product and Registered brand in Australia. In 1939, he established “Selleys Chemical Company”, launching his two-flagship products Selleys Unifix and Selleys Metallic Cement. And then again, some years later, Temple Texas-based adhesive manufacturer PPG took over the product and the brand, despite the brand itself standing alone as a company in Pennsylvania in what can only be assumed is a partnership.ĭating back even further on the other side of the world, a young Martin Selley fled Germany to Australia just before WWII with a patented formula for putties in his pocket.
Later on, paint and solvents company Azkonobel-who coincidentally hold Dulux as one of their brands in their portfolio in Australia –took over the Liquid Nails brand and distribution. Done Right.” The adhesive was also the first in the world to be supplied in a cartridge for use in a trigger-style applicator.Īs a synthetic rubber multipurpose solvent-based product, the product took off across America. Needing a better brand name that expressed the product’s function in a short, sharp sentence in the mass-market, Macco named the product ‘Liquid Nails’ in 1968, along with the US market slogan – “Done Once. And in 1964, Macco introduced its first construction adhesive to the world, branded as PA-12. And the same applies to the home user - for those DIY jobs that need a stronger hold – like bonding skirting boards back against walls and the like – all one needs to do is check the third-drawer-down in any domestic kitchen and there it is: a little green tube of Liquid Nails.įor many decades, the Selleys company (now under the parent company DuluxGroup) have brought the registered product to the southern hemisphere market to such success that many everyday non-trade consumers think of it first when they need construction-strength adhesive.Įstablished in 1948, an Ohio company called Macco Adhesives produced products for the plastic wall tile market. It has become synonymous with construction adhesive in general as a brand in this country, and its presence on worksites is obvious wherever you go - the green cartridges strewn all over the place.
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