AkzoNobel recently consolidated its paint brands under the “Let's
Colour” identity, a new marketing strategy for its decorative paints
division representing a single global brand identity for its retail consumer paint range.
markets products of the two brands Relius Fleurit and Relius
Hoeka from its site in Deurne.
“The consultation process with the works councils has been
started,” said Andreas Fehren, managing director of Relius
GmbH & Co. KG. “It is our clear objective to sell the Relius
deco paint business in the near-term to another company. By
selling we aim to avoid forced redundancies for operational
reasons if possible.”
PPG Industries recently completed the purchase of Euro-
pean coatings company Dyrup A/S, based in Copenhagen, Den-
mark, from its owner, Monberg & Thorsen, a public holding
company. The final transaction value, including assumed debt,
was €115 million ($160 million), subject to customary post-
closing adjustments.
“We are pleased to begin the processes of integrating Dyrup
into our European business and of securing the future for
Dyrup’s brands and customers,” said J. Rich Alexander, PPG ex-
ecutive vice president who leads all of the company’s architec-
tural coatings businesses. “The acquisition of Dyrup will help
grow PPG’s presence in several key European countries where
PPG today has little or no architectural coatings presence, as well
as broaden our product offerings.”
Dyrup, a European producer of architectural coatings and
specialty products, had 2010 sales of approximately €190 mil-
lion ($270 million). It employs about 950 people and operates
six manufacturing facilities in Europe. Dyrup’s brands include
Bondex, Gori and Xylophene, and its products are sold primarily
in Denmark, France, Germany, Portugal, Poland and Spain
through professional and do-it-yourself channels.
AkzoNobel recently consolidated its paint brands under the
“Let’s Colour” identity. The new marketing strategy for its decorative paints division introduces a single global brand identity
for its retail consumer paint range. The Let’s Colour identity includes the brands Dulux, Flexa, Levis, Alba, Coral, Marshall, Astral, Bruguer, Dulux Valentine, Inca, Sadolin and Vivechrom.
This new marketing strategy is designed to expand AkzoNobel’s market share in consumer paint worldwide, which currently
generates annual revenues close to € 5 billion.
The new global brand identity is being rolled out worldwide,
starting in Canada, China, India, South East Asia, Asia Pacific
and the Netherlands. Other countries and regions will follow
during the course of the year, with the new brand identity eventually being deployed in close to 50 markets. In addition, the AkzoNobel company endorsement will be introduced on the front
of packaging, as well as on all advertisements, product websites
and other relevant marketing materials.
“There are huge opportunities for us to compete directly in
local and regional markets. By delivering a consistent brand
image around the world, we can increase our global scale and
establish more leadership positions,” said Tex Gunning, AkzoNobel executive committee member responsible for decorative paints.
“We are creating an iconic, truly global brand with the
right degree of commonality in its expression,” said Sucheta
Govil, the company’s global head of marketing for decorative
paints. “Yet we are deploying the strategy in the marketplace
with the relevant local touch. Our strategy is to streamline our
offering from dozens of brands to fewer iconic, global and im-
pactful brands.”
The new brand identity is based around a “Flourish” logo,
which embodies the decorative paints’ global Let’s Colour cam-
paign. It features a human figure and colorful Flourish that will ap-
pear on all product packaging for the Let’s Colour brands.
New Technology Innovation
Paint makers must stay on the cutting edge of new technology innovation to satisfy both consumer and regulatory demands. Kelly-Moore Paint Company, Inc., has introduced Enviro Coat Reflective
1545, one of the industry’s first commercially produced architectural
coatings designed to
reflect the sun’s radiant heat, according to
the company. This
eco-functional, exterior 100 percent
acrylic eggshell paint
lowers external wall
temperature, allowing
homeowners and
building operators to
minimize air conditioning usage and save
money on utility bills.
Valspar Paint has
rolled out Valspar+,
certified asthma and allergy friendly by the Asthma and Allergy Foundation of America (AAFA). Valspar+ reduces airborne irritants during painting, improving the painting
process for those with respiratory sensitivities, the company
says. In addition to having zero volatile organic compounds
(VOCs), which can be a trigger for people impacted by
asthma and allergies, Valspar+ has no lingering odor. Once
dried, the paint’s antimicrobial properties help it to resist
mold and mildew. CW
Kelly-Moore’s Enviro Coat Reflective 1545.
www.coatingsworld.com
January 2012
