Coatings World - July 2012

Benjamin Moore’s Fresh Start Primer and
Color Samples have new look

were packaged in two-ounce jars. Because it was pre-mixed paint, the range of colors offered was limited to only a couple hundred. With the Benjamin Moore palette now exceeding more than 3,500 hues, the pint standard for Color Samples was adopted, and it is an amount that ensures every possible color can be made available for trial and review. As for the labeling, the artwork features a cheery, multi-colored swirl that telegraphs a fun experience inside each can.

Benjamin Moore's new look for its Color Samples and Fresh Start cans.

Benjamin Moore has given a makeover look to two brand staples on its retailers’ shelves—Fresh Start Primer and Color Samples.

“What’s in the cans is unchanged,” said
Chris Connelly, director of product devel-
opment. “The changes made are purely
cosmetic, on the labeling, and incorpo-
rated to more accurately define the prod-
ucts and update the visual presentation of
the packaging.”
Fresh Start, Benjamin Moore’s primer,
has undergone a graphic redo that includes
a clearer definition of what each product in
this 10-SKU line does. For instance, what
formerly was Superior Primer is now High
Hiding All Purpose Primer.

“With just this slight tweaking, we’re now communicating the true benefit of this product and helping the retailer help his or her customer understand what differentiates it from other options,” said Connelly.

Key attributes of the product are called out front-and-center on the label, whereas they previously were relegated to a side panel.

As for the Color Samples, the change is significant. When Benjamin Moore introduced this concept in 2004, the samples

AkzoNobel Powder Coatings
launch Interpon D2000
Brilliance

A new generation of bright metallic sparkle paints has been launched by AkzoNobel, the world’s leading architectural powder coating supplier. Five new shades have been added to the Interpon D Brilliance range of AkzoNobel, and the total range has been upgraded to a higher weather-resistant technology.

Now comprising 11 shades, Interpon D Brilliance is a single-coat high-quality bright metallic appearance powder coating suitable for all architectural aluminum uses, as well as garden and street furniture.

“The original Interpon D Brilliance,
available in six silver metallic shades and
launched in 2010, was already a big hit
with specifiers” said Russell Deane, global
segment manager with AkzoNobel Powder
Coatings. “They have chosen it for high-vis-
ibility important locations such as Arsenal’s
Emirates Stadium in London, UK, and the
Guangzhou Taikoo Plaza in China.”
Interpon D Brilliance now provides a
single coat bright metallic which is more
efficient than a two-coat powder alterna-
tive, brighter and more durable than the
previous single coat Brilliance powder al-
ternative, and “greener” than the liquid
paint option the company said.