Agency: J Walter Thompson | Author: Terry Prue |
Crown Solo: the Paint that Rewrites the Rules
INTRODUCTION
This is a case history about breaking from the straitjacket of the past. It concerns Crown, the number two brand in the UK domestic paint market. A brand which, like many others in a 'number two' slot, is constantly under attack from the market leader above it and cut-price own-label competition below it.
Over the last decade Crown has stoically withstood this pressure. Within the gloss paint sector it retained a 19% volume share from 1980 to 1987, never deviating more...