Household and domestic: Paints, DIY, home improvemen...

 

USG wanted to create awareness, stimulate trials and increase sales of revolutionary dust control joint compound - Sheetrock - that dramatically reduces airborne dust during drywall sanding. The prima ...

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners. The most imp ...

The "Swiss Army Equipped" campaign, created by Mullen Advertising for Swiss Army Brands, Inc., established a single brand image that unified advertisements for an assortment of merchandi ...

In 2002 UniBond was the UK’s biggest sealant brand, with a 40% market share. Henkel had big ambitions though, and wanted further growth. Historically, sealants had been structured around the product f ...

This paper shows how clever media thinking in the final year of Velux Roof Window’s “Toys” campaign enabled brand awareness to increase by 8% points, sales of windows to increase by 9% and sales of bl ...

This campaign for Harpic aimed to transform brand communication, which had hitherto been presented in a wholly functional way. Sales were failing because women worldwide did not identify with this app ...

This paper demonstrates how Crown Paints created communication that was focussed on delivering against rational and emotional objectives simultaneously. Despite an ongoing fight with its main market c ...

To win the Grand Prix both the scale of the task and the brilliance of the response have to be extraordinary. This paper demonstrates how Crown has defied advertising conventions by successfully commu ...

The early signs of this re-launch are very positive. The launch objectives have all been met in a very short period of time. UniBond is fulfilling its role by leading, adding value and helping to grow ...

SICO Inc. is the largest paint manufacturer in Canada. Their paint portfolio in Quebec has been made up of Sico (the flagship), Château, and Crown Diamond. The arrival of big box stores provoked a fer ...

Short campaign in 2001 for a new variant of Crown paint, Breatheasy (an odourless paint). Crown had successfully repositioned itself with emotional values (IPA Award 2000), but Dulux was still leader, ...

This case study of the renowned tools and hardware company Stanley Works. It traces the early history of the Company to the present time with a focus on current plans to opening markets in China. Th ...

Crown paint was almost level with Dulux in share in the early 1980s, but by the start of the 1990s this was down to half, and by mid 1990s a third. During this time, own-label had grown to 40% of the ...

Launch (1996) of Henkel's product No More Nails, and instant grab, gap-filling adhesive. TV test in 3 areas in 1997 brought instant success, national roll-out in 1998 and 1999 to fully national. Insta ...

The advertising history of Solvite adhesive since 1978. Describes how consistent modest spend of £12 m per year on a consistent TV campaign theme generated a cumulative price premium (which alone cove ...

Gib had always been a trade focused brand, however research showed that 45% of decisions relating to materials were made by the homeowner, not the trade. The campaign exceeded all marketing and adver ...

Interest in home decoration is at an all time high; witness the explosion of TV programmes, magazines and retailers. Wallpaper is, however, not benefiting from this trend to the same extent as paint. ...

The objective was to sell 120,000 units. This was exceeded by 66% with 200,000 units sold across France, UK, Germany and Norway.

Long-term growth over 20-25 years of Solvite, a brand of wallpaper adhesive, from a little-known brand sold mainly in Lancashire to market leader in both DIY and trade sectors. The brand has never spe ...

Advertising for Tremco Mono Foam, an aerosol insulating foam. Launched 1988, but position static as number 3: brand appeared as a mere line extension. Initial TV advertising in 1991 in one regional te ...

What makes Space Invaders an uncommon case history for a new product is the fact that it was launched twice - once, unsuccessfully, with no advertising support and the second time with a campaign that ...

Relaunch of a decorative paints product, sold to the trade (market described). Corporate brand and image study, 1987 (Scantel) showed that the product had potential which was not being realised. Adver ...

First prize (New Goods & Services). Market background: Crown a stable no.2 brand, vulnerable to attack from the market leader and from price-cutting own-label. Need to innovate to justify higher volum ...

Campaign, 1988, for a new paint product sold to the trade (see also no. 4374, which continues the same story as a relaunch). Market described. Corporate brand and image study, 1987 (Scantel) showed th ...

Low-cost TV campaign to launch a range of DIY products. Campaign tested in 2 areas, Central and TVS, with London as a control. Sales to be concentrated in the main DIY `supersheds'. Qualitative resear ...

First prize (New Consumer Goods) and Grand Prix winner. Describes the national launch of Dulux Natural Whites, a new paint range from ICI, 1982. Background: need for Dulux brand to restore dominance i ...

1983 campaign for Cuprinol wood preserver. A previously `mature' market dominated by the brand, and attracting low level maintenance advertising only, was threatened in 1982 by two major new competito ...

Relaunch of a very old DIY product. Qualitative research among professional decorators and heads of household revealed how Sugar Soap was actually regarded and used, and suggested a possible new posit ...