AkzoNobel: Glidden Gets You Going

AkzoNobel needed to revive the Glidden paint brand, a recent acquisition for the company. To counteract consumer impressions of the paint as outdated and low quality, it launched a campaign to motivate do-it-yourselfers.

AkzoNobel: Glidden Gets You Going



Category: Product Manufacturing and DistributionCountry where program ran: USADate program started/ended: April 2009 to November 2009

Product Description: The Glidden Company started in 1875. Glidden produces branded paints that dominated the American household consumer market for many years. In 1986 the brand was sold to ICI. Sales declined rapidly since 2003. AkzoNobel acquired the brand under the ICI umbrella in 2008.

Advertiser/Client Name: AkzoNobelMedia Channels: Direct Mail Print TV/Video/Radio Other Website: URL: http://www.thebuzzwerks.com/Preview/038817/


Marketplace Challenge:

Facing extinction...

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