Macpherson Paints: A Dramatic Personality and Career Change for a Middle-aged Product

Relaunch for a decorative paint product, sold to the trade. Audience: B2B. Objective: to reposition the brand and alter the attitudes of the 'decision makers'. This led to a new name - 'Colourflek'. Media: trade magazines plus a brochure (small budget). Results: increase in requests for samples, substantial sales growth more than covered advertising costs. Gross margins in the range improved dramatically