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 programme. At the heart of the new campaign is a new strap line, 'Glidden Trade - the can do paint', which communicates its ability to deliver trade quality paint when decorators are on a budget.

The communications programme, launched in April, features print and online advertising, and a refreshed website found at www.glidden.co.uk. New in-store point of sale material is now also available, and will enable merchants to create engaging promotional displays and drive sales of the Glidden Trade paints. This marketing activity will be further supported by ongoing public relations to promote the brand's key messages and the 'Can Do' theme.

The campaign aims to keep Glidden Trade front of mind with decorators who are working to a budget. To ensure the programme engages with these appliers, the campaign 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.

"Appealing branding and in-store point of sale are key tools for merchants today, and can be crucial in driving sales," said Nicolas Guichard, Senior Brand Manager, Glidden Trade. "In today's economy, merchants need extra support to help sell products and the new campaign is designed to do just that."

"Ultimately the aim of the programme is to highlight the importance of sourcing effective and cost efficient paints by promoting the brand as a good quality, value for money option, which has the backing and expertise of ICI Paints AkzoNobel."