Crown Solo: the Paint that Rewrites the Rules

Terry Prue

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.
Agency: J Walter ThompsonAuthor: 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands