Jotashield: AntiFade colours from Jotun
Lowe & Partners Malaysia
Brand owner: Jotun [Malaysia] Sdn. Bhd.
Agency: Lowe & Partners Malaysia
Brand: Jotun Jotashield
Country: Indonesia, Malaysia, Singapore, Thailand, Vietnam
Industry: Paints, DIY, home improvement
Media budget (USD): $1 - $3 million
Channels used: Internet - display, Internet - microsites, widgets, Magazines - business, trade, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Radio, Sales promotion, Television
Jotun Paints, which is designed for external painting jobs, was a distant number three brand in the decorative paints category in south east Asia. This category was traditionally driven by communication about interior paint brands. This case study describes the brand's efforts to focus on the anti-fade quality of its products, and use a variety of media to communicate the point that is colours were enduring. Media used included TV, print and digital and packaging. As evidence of its success, this paper cites improvements in brand metrics and sales.