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Glidden Trade launches new 'Can Do' campaign

Glidden Trade has invested further in raising the profile of its trade paint range by launching a new communications campaign. At its heart is a new strap line, 'Glidden - the Can Do paint', which promotes its ability to deliver quality on a budget.

The communications programme, launched in April, features print and online advertising, and an improved website found at www.glidden.co.uk. This marketing activity will be further supported by ongoing public relations to promote the brand's key messages and the 'Can Do' theme.

Ultimately the campaign aims to promote Glidden Trade as a first choice for decorators who are working to a budget. To ensure the programme engages with appliers, it was tested on focus groups made up of decorators from across the country. The 'Can Do' theme was selected as the preferred choice as appliers felt they could relate to the simple, no-nonsense approach, and liked the visual elements of the brand.

"In today's economy, professional painters and decorators are under increased pressure to deliver within tight timeframes and budgets, so are looking for a range of products they can rely on," said Nicolas Guichard, Senior Brand Manager, Glidden Trade. "With this is mind, the new communications campaign highlights Glidden Trade as a good quality, value for money option, which has the backing and expertise of ICI Paints AkzoNobel."

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