Brief Description: Crown paints was the no.2 brand but it was vulnerable due to price-cutting and own label brands. Brand innovation was needed to warrant higher price and volume. New product and pack was developed. Media: TV launch (Central region), supported by press and posters. National launch later. Results: sales and share growth, price premium maintained, and grown over brand leader, Dulux. Crown Solo has grown the Crown brand as a whole, without cannibalisation. Spectacular reversal of declining share of the white gloss paint sector. ---(TAGS)--- Full Title: Crown Paints - Crown Solo: The paint that rewrites the rules; Number: 1990/202; Brand: Crown Solo; Client: Crown Berger; Product Category: DIY goods/Home improvements (Decorating products - paints & varnishes); Agency: J Walter Thompson; Author: Terry Prue; Prize Winners: First Prize; (Adworks ref: Advertising Works 6)