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...