In January 2004, Henkel Australia acquired Cling Adhesive products, a privately owned adhesive tape organisation which distributed tapes products under the Cling brand.

Despite the strong retail presence, the brand was outdated and tired but was still considered to offer top value for money. Furthermore, the Cling brand suffered from an identity crisis the word Cling in Australia generally refers to plastic sandwich wrap.

Given the findings of extensive research, Cling was relaunched under a new brand, Clingtape that better conveys the quality and perception of the assortment whilst having reference to the word tape for obvious reasons.