CHALLENGE
To launch the new livery and logo for the Glidden paint brand to the trade marketplace, presenting the benefits of using Glidden whilst not detracting from premium products also available.

OBJECTIVES
Launch both internally and externally, raising the profile of the brand and taking market share from competitors.

SOLUTION
Creation of a media neutral idea which reflected brand values whilst communicating the new livery and which works across a wide range of media channels.

CREATIVE RATIONALE
Simple, uncompromised and clear communication to core target market using vivid brand colours and a strap line to which the audience could relate.

• Nominated for two awards at the B2B Marketing Awards 2007 and three awards at the Construction Marketing Awards 2007

SERVICES PROVIDED BY THE THINK TANK

• Media Neutral Idea
• Advertising
• Point of Sale
• Direct Mail
• Sales Promotion
• Internal Launch
• Event Organisation
• CGI Creation