Agency:
Client:
AkzoNobel, owner of heavyweight paint brands including Dulux and Hammerite, had its core trade paint brand Glidden acquired by a major rival in late 2012. The Glidden name would be disappearing from the UK, so they needed a new brand to protect market share while ensuring their premium Dulux Trade brand wasn’t cannibalised.
Agency:
Client:
Comfort faced a challenge with its new ‘Intense’ ultra-concentrated fabric conditioner. It has a price premium but comes in a pack that’s less than half the size – meaning the packaging design would have to work twice as hard to communicate the strength and intensity of the product within to justify the price.