Short campaign in 2001 for a new variant of Crown paint, Breatheasy (an odourless paint). Crown had successfully repositioned itself with emotional values (IPA Award 2000), but Dulux was still leader, outspending and in a stronger position on colour-mixing, and there was increasing threat from own-label.
|Agency: BDH/TBWA||Authors: Nicole Tenthij and Stephanie Brown|
of Advertising Conventions
This case sets out to demonstrate a typical dilemma that
brands are frequently faced with:
How to exploit a rationally based product...