Crown Trade: Helping Crown Restore Pride In Its Trade Business

Product choice in the paint trade market had been made purely on rational grounds. Using multiple media channels the 'Paint with Pride' campaign successfully rejuvenated and repositioned the £40m Crown Trade brand by adding an emotional dimension to the brand and creating a powerful relationship with its target audience which it had previously lacked. This campaign gave the brand a relevant positioning. The campaign budget was £220.000, media included P.O.S and packaging. Market share increased by 19% and premium sales increased by 38%. Year on year, the increased sales have delivered a combined return estimated at £1.884 million