Crown Trade: Helping Crown Restore Pride In Its Trade Business - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: Product choice in the paint trade market had been made purely on rational grounds. Using multiple media channels the 'Paint with Pride' campaign successfully rejuvenated and repositioned the £40m Crown Trade brand by adding an emotional dimension to the brand and creating a powerful relationship with its target audience which it had previously lacked. This campaign gave the brand a relevant positioning. The campaign budget was £220.000, media included P.O.S and packaging. Market share increased by 19% and premium sales increased by 38%. Year on year, the increased sales have delivered a combined return estimated at £1.884 million ;---(TAGS)--- Full Title: HOW ADVERTISING HELPED CROWN RESTORE PRIDE IN ITS TRADE BUSINESS ; Number: A1999/36 ; Brand Name: Crown Trade ; Client: Akzo Nobel Decorative Coatings ; IPA_ProductCoding: DIY goods/Home improvements (Decorating products - paints/varnishes etc.) ; Business & Industrial (B2B) ; Agency: BDH\TBWA ; Author: MIKE STRIZAKER, CHRISTIAN JAMES ;