Nippon Paint: Refresh the world

Fiona Yang, Sookie Gu, Emily Tai

As a leader in the traditional paint and coatings industry, Nippon Paint has also faced the dilemma of aging brands with "high visibility and low attention" in recent years. How to rejuvenate the brand is a long-term strategic issue that Nippon Paint urgently needs to solve. The brand expects to establish emotional links with young people and cultivate the next generation of loyal consumers in advance, so as to maintain the long-term development of brand value and commercial value.

Case details

Brand: Nippon Paint

Brand owner: Nippon Paint China

Main agency: Rhodes Public Relations Consultants (Beijing) Co., Ltd.

Main agency holding group: Rhodes Public Relations Consultants (Beijing) Co., Ltd.

Market launch: Mainland China

Industry: Coatings

Media Channels: Influencers (Celebrity/Celebrity Spokespersons, Key Opinion Leaders KOLs, Key Opinion Consumers KOCs), Mobile & Apps, Search Marketing, Radio & Audio, Social Media

Budget: 6-8 million

Case Summary

As a leading brand in the traditional paint industry, Nippon Paint has faced the crisis of brand aging in recent years. Rejuvenating the brand is a long-term...

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