PPG Canada: CIL - Beauty on a Small Budget

This case study details how CIL, a Canadian chemicals manufacturer, generated paint sales by proving that a little paint can make a big difference.

PPG Canada: CIL - Beauty on a Small Budget

Agency: DDB Canada

Case overview

On a modest budget relative to the competition, CIL Paint (CIL) managed to generate sales results way beyond what was demanded. More impressively, it was achieved during the low painting season. In addition, the specific SKU, CIL Premium, was only sold at The Home Depot, and had to contend with an exclusive Home Depot brand - BEHR, which is heavily promoted in-store.

The client's business issues/opportunities

a) The Client's business, competition and relevant history:

CIL Paints (CIL) operates in a highly competitive category. The market...

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