Glidden – Gets You Going

Category: Household Furnishings and Appliances
Brand/Client: Glidden/Akzo Nobel
Primary Agency: DDB Worldwide/Etcetera
Media Agency: PHD Networks
Contributing Agencies: Interbrand/Ligget Stashowser

STRATEGIC CHALLENGE

Facing extinction

Glidden, once a mainstay American paint brand with a “do it yourself” (DIY) legacy, was about to go the way of the dinosaur. Marketing and product neglect over the past decade had eroded the brand's equity; the impact in market was impossible to ignore. From 2003 to 2008 Glidden market share declined 40%. Sure, the category was softening, but that didn't stop Behr and Valspar from growing at Glidden's expense. And it didn't help that both had been investing at ten times Glidden's levels since '06 (source: Traqline, Jan 2009).


Glidden Market Share – Four Year Decline