ICI Paints

ICI Paints bought the extensive Glidden range from the USA to combat market share leakage it was experiencing in the trade paint sector. The Glidden brand was positioned below Dulux, seen as the industry’s premium quality, premium priced brand.

We produced an effective ad campaign to contractors and merchants. The campaign communicated the pragmatic qualities of the product that connected well with the no-nonsense attitude of the market; a market that demanded performance at the right price.

A strong recognition factor was achieved by exaggerating the cans’ striped livery, using it as an accent on everything from colour charts to merchant’s warehouse pallets.

The overall effect created a massive leap in sales and market share.