'Glidden trade premier makeover' for ICI Paints AkzoNobel by Tangerine PR

Summary
In 2010, the paint industry was suffering at the hands of recession. 'Value for money' brands like Glidden Trade from ICI Paints AkzoNobel offered customers the right price, but in a largely  commoditised market, achieving cut through and positioning the brand 'front of mind' at grass roots level was essential to sustain market share.

ICI Paints AkzoNobel turned to B2B PR specialist, Tangerine PR, to develop a campaign that would ensure Glidden - the 'value' range of products in its portfolio – became the brand of choice.

Research revealed that, while many trade publications serve the painter/decorator audience, mainstream media was the only way to really gain traction.

Tangerine set about transforming the 'dry' B2B subject of 'value for money paint' into a high-profile PR campaign that would capture the interest of national press, digital and SM channels.

At its heart was the 'Premier Makeover' competition, which Tangerine developed for the News of the World – a key title for painters and decorators. Targeted at amateur football teams, the competition to live 'like a Premiership team' ran in the publication over four weeks and achieved unprecedented coverage for the brand across national, regional and social media channels.