In conjunction with AkzoNobel we helped develop several names that were tested in independent focus groups over the course of several months. Once a decision was made this helped us to start the complex task of designing the on-pack livery with the key focus on creating a solution that stood apart from the existing Hammerite portfolio, whilst maintaining aspects of the well-established brand heritage built up over 20 years.
Following approval, we set about the task of creating shopper and digital assets toolkit for markets to utilise. The medieval knight, a key attribute of the brand, needed to be brought into the modern era – CGI was used to enhance his posture and stance whilst making improvements to his armour. All this, including the superior claims compared to rivals, lead to a successful European launch.
Following the success of the launch in 2021 in Germany, Austria, Spain, Italy, Czech Republic, France, Sweden and the UK plans are in place to launch in Netherlands, Russia, Belgium, Greece, Turkey and Brazil throughout 2021 and 2022