Integrated Marketing - Advertising/Design/Social/Digital/PR

CLIENT: AKZONOBEL

SECTOR: RETAIL

Introducing Hammerite Ultima to the global market

As the global market leader in metal paint, AkzoNobel on their continued mission to produce sustainable products, saw the opportunity to produce and launch a water-based Hammerite paint to add to their extensive portfolio.

CLIENT: AKZONOBEL

SECTOR: RETAIL

Introducing Hammerite Ultima to the global market

As the global market leader in metal paint, AkzoNobel on their continued mission to produce sustainable products, saw the opportunity to produce and launch a water-based Hammerite paint to add to their extensive portfolio.

WATER-BASED PRODUCTS ARE STILL MET WITH SCEPTICISM IN CERTAIN AREAS OF THE MARKET COMPARED TO EQUIVALENT SOLVENT-BASED PRODUCTS

This meant the language and tone developed had to hit the right notes to convince the market to choose this superior all metal product over both solvent-based rivals and their own portfolio.

As their trusted partner for the best part of 30 years we were set the task of helping them develop a product name which would resonate in any language, develop on pack livery, and produce a print & digital marketing toolkit to be rolled out and executed in 11 initial markets.

WATER-BASED PRODUCTS ARE STILL MET WITH SCEPTICISM IN CERTAIN AREAS OF THE MARKET COMPARED TO EQUIVALENT SOLVENT-BASED PRODUCTS

This meant the language and tone developed had to hit the right notes to convince the market to choose this superior all metal product over both solvent-based rivals and their own portfolio.

As their trusted partner for the best part of 30 years we were set the task of helping them develop a product name which would resonate in any language, develop on pack livery, and produce a print & digital marketing toolkit to be rolled out and executed in 11 initial markets.

WHAT DID WE DO?

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

WHAT DID WE DO?

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