11/12/2010, Düsseldorf / Germany


QR code on Henkel adhesive products from this fall

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Pattex takes the internet in-store

October 2010 sees the quick response code celebrating its premiere at Pattex. The information concealed in the small black and white patterned square will help turn every consumer into a consummate adhesives professional – for the QR code enables immediate access to the product information and application advice available on the mobile Pattex website, giving instant guidance tailored to specific requirements, and ensuring optimum preparation for perfect bonding results.

Anyone who has stood in front of the adhesives shelf in a DIY store knows what to expect: whether timber, metal, glass or plastics, for each material and each application type there is a made-to-measure specialist product. Now Pattex is offering a new orientation aid in the do-it-yourself emporium in the form of an individual QR code provided on every package. Since fall 2010, the QR patch will be adorning the packages of the contact, instant and wood glues and adhesives of the black-red-and-golden Henkel brand. Offering matchless consumer service, the QR code allows shoppers to quickly acquire additional information on both product and application via their cellphone – anywhere and any time. In other countries, this means of interactive information access has been established for years – now Pattex is introducing this innovation on a major scale within Europe.

Indeed, these small, black-and-white patterned stamps hold more than meets the eye. Providing an optical link to the associated product page within the Pattex website, they hold the key to a wealth of adhesive-related information for do-it-yourselfers. A mobile phone and a software package to read the CR code – available from the numerous app stores on the internet and free of charge for almost all the latest mobile phones – are all that is needed. The app reads the QR code on the pack, and in a matter of seconds the link contained in the pattern is opened in the browser. The consumer is then provided with specific information relating to the product, for example what materials can be bonded with it and how it is correctly used. The page will also contain information as to how the adhesive can be removed, just in case things have gone wrong in its application.

Invariably, the web page will also offer handy tips to help users get the most out of their DIY effort. Among other things, customers can discover how to use Pattex Ultra Gel instant adhesive to repair a crack in a leather couch; how, with the aid of the Pattex Hobby Spray, a beautiful collage of vacation pictures can be created; and how to craft fantastic jewelry with relative ease.

“With the QR code on our packs and the comprehensive content incorporated within the mobile Pattex website, we have really taken on the mantle of trail-blazers within the industry,” says Guy Boone, Corporate Vice President, International Marketing & Product Development. “Through this device, we are able to provide consumers with important guidance and an innovative tool that will assist them in acquiring any additional information that they may need. So – while still in the store, they can determine for themselves whether they have the right Henkel product for optimum bonding success. And then, once at home, they can browse all the information provided via the QR code to ensure that they use the product correctly and to maximum effect.”

And this new form of product information offers one further major benefit: the mobile portal is continuously updated, which means that consumers – whether at the “shelf face” or having already returned home with their Pattex pack in hand – are always in possession of the very latest information on things “adhesive”. Following the launch in October 2010, direct access to the mobile Pattex website will be extended in the course of the year to other product categories so that, from the beginning of 2011, consumers will be able to go online with the entire product portfolio marketed under the Henkel brand.

The Pattex QR code was developed by the mobile marketing specialists conVISUAL of Oberhausen/Germany, and Pocketframes, the mobile unit of the creative agency for digital marketing Neue Digitale / Razorfish. The mobile Pattex website containing the different items of user information, application instructions and inspirational tips covering the full range of Pattex products, was concepted and designed by Pocketframes, with conVISUAL responsible for the technical implementation.

About Quick Response Codes


  • Quick Response (QR) codes are two-dimensional barcodes that may contain internet addresses (URLs), phone numbers, texting templates or just plain text.
  • In order to be able to read a QR code, users need a mobile phone with internet connectivity, a camera and a reader software package (“app”). There are apps available for every standard commercial mobile, and these can be downloaded free of charge from one of the many app stores the internet.
  • Once a camera phone has the necessary reader software, it can be used to read the QR code and retrieve the information it contains. If the QR code contains a URL, the browser of the mobile launches automatically and accesses the corresponding internet address.

Mobile internet

  • Mobile internet pages are especially structured and designed for the display screens found in mobiles and smartphones.


  • QR codes were developed in Japan. Since the end of the 1990s, they have been in widespread use throughout Asia. In Japan particularly, QR codes are an established element of advertising campaigns.
  • With increasing availability of the reader software for the current generation of mobile phones, the use of QR codes in Europe and the USA is also becoming increasingly viable and attractive.


  • QR codes are already being used in Germany on, for example, train and flight tickets. In many cities, specific tourist attractions are now labeled with QR codes, enabling the associated information and explanations to be retrieved as required.

Henkel AG & Co. KGaA