Henkel Corp. is launching an applications contest for its Loctite brand in the automotive and heavy-duty aftermarkets. The promotion is open to all professional technicians and will be promoted under the theme, "How do you use your Loctite?" The contest will start on January 1, 2006 and run through June 30, 2006. Technicians who send in their most creative ideas will get a chance to win valuable prizes, ranging from race weekend travel packages, to professional tools, to free Loctite products.

According to Loctite product managers, there are at least 1,000 applications currently specified by Henkel and its OEM partners for Loctite products. But the automotive aftermarket team at Henkel believes that the market holds a wealth of unique, innovative and even offbeat applications that have been invented by individual service technicians and motorsports crews. The contest was developed as a way to glean some of this valuable information and boost brand awareness at the same time.

“Our primary objective is to create additional publicity and promotional opportunities for the Loctite brand,” said Marybeth Wallett, marketing manager, Loctite Automotive Aftermarket. “This contest will give us the chance to promote the versatility and value of Loctite products and help increase their sales at all levels of distribution.”

In addition to several prize levels, the contest will have a variety of categories including professional service, performance, styling/custom and heavy-duty. The winners will be judged by an independent panel comprised of ASE-certified automotive editors.