Glidden Trade - 'The Can Do Paint'
Challenge
The Think Tank was invited, through a formal pitch process, to develop a new media neutral (MNI) idea for the Glidden Trade which would support the marketing and positioning of the brand over the next few years.
This MNI would be required to work across a wide range of marketing channels and collateral including advertising, point-of-sale, direct marketing, digital channels, social media and sales collateral.
Solution
An MNI was developed that spoke with core audiences, painters, decorators and contractors, in a tone of voice that they would relate to, communicating the product benefits supported by a visual style that promoted range, colour, application and packaging.
We positioned Glidden Trade as 'The Can Do Paint', one that gets the job done, whatever and wherever that job might be.
This was developed alongside a new graphical approach and then summarised within a complete set of brand guidelines, which covered use of logo, tone of voice, imagery and a range of examples for use across marketing material.
Results
The new MNI has reinvigorated Glidden Trade and delivered a proposition to audiences that fully reflects the position of the brand in the market. Both sales and market share are on the increase.
Delivered:
Media Neytral Idea for the brand
Brand Guidelines
Advertising
Direct Marketing
Online Advertising
Web Site
Point of Sale
Social Media
Click here to view the Glidden Trade web site