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CASE STUDY: 'Glidden trade premier makeover' for ICI Paints AkzoNobel by Tangerine PR

In 2010, the paint industry was suffering at the hands of recession. 'Value for money' brands like Glidden Trade from ICI Paints AkzoNobel offered customers the right price, but in a largely  commoditised market, achieving cut through and positioning the brand 'front of mind' at grass roots level was essential to sustain market share.

ICI Paints AkzoNobel turned to B2B PR specialist, Tangerine PR, to develop a campaign that would ensure Glidden - the 'value' range of products in its portfolio – became the brand of choice.

Research revealed that, while many trade publications serve the painter/decorator audience, mainstream media was the only way to really gain traction.