3M wraps up an elephant plus its latest Canadian ads

Published on .

LONDON, Ont. -- 3M Canada Company of London, Ontario, has launched a national print ad in magazines this week featuring the true story of how 3M's duct tape helped a five-ton elephant named Ganesha recover from a foot operation.

The story goes that the elephant's handlers at the Calgary Zoo were trying to figure out a way to keep a special boot in place on Ganesha's foot, which had been operated on after developing an infection.

The handlers decided duct tape would be the best thing to use and called 3M, which decided to supply the necessary tape - all seven miles of it -free of charge. And found a unique advertising story to tell. 3M handles its advertising in-house.

Copyright May 1997, Crain Communications Inc.

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