PPG has updated its corporate brand and launched a global marketing campaign to drive in-
creased familiarity with the company.
The initiative introduces a new tagline –
PPG: WE PROTECT AND BEAUTIFY
THE WORLD – that brings PPG’s focus
to life as the world’s leading paint and
coatings company.
“The new campaign is people-centric
and diverse, and it invites the viewer into
a conversation with us,” said Bryan Iams,
vice president, corporate and government
affairs. “The creative content celebrates
our technology breakthroughs, explain-
ing them in a consumer-friendly way, and
highlighting the positive impact we have
on people, communities and customers.”
PPG launched the marketing campaign
in March in the U.S., through a combina-
tion of paid advertising and social-media
activity, after unveiling it to employees.
Advertisements appear in leading U.S.
business, general interest and trade me-
dia outlets, and they will begin to appear
in April in other regions where the com-
pany operates, including Europe, Asia
and Latin America. Initial ads will focus
on the company’s breadth of paint and
coatings offerings. Ads appearing later
this year will showcase specific paint and
coatings technologies, including a coating
for cars that helps to resist scratches, and
a paint for airplanes that uses chemistry
found in the skin of an eggplant to reduce
heat in the cabin and, in turn, decrease
energy use.
The campaign showcases updates to
PPG’s brand, intended to more clearly
communicate the company’s position as
a global paint, coatings and materials
leader and to simplify its market identity.
For example, the company will reference
“PPG” in communications and marketing
materials instead of “PPG Industries.”
There is also an updated PPG logo that
will be easier to use across the company’s
international business footprint. The new
PPG logo will be more visible and will
begin appearing more prominently on
packaging for PPG products.
“Over the last decade, PPG has sig-
nificantly changed its portfolio of prod-
ucts and services and grown its global
footprint, and our brand is continuously
evolving to reflect who we are today and
where we are headed for the future,”
Iams said. “We will be making the PPG
brand much more visible, helping to
strengthen our brand and our engage-
ment with customers.”
The updated PPG brand identity also
includes a design system using clean lines,
vibrant colors and more emotive and hu-
man imagery, and a more personal and
conversational tone.
“We expect these changes to make it
easier to understand PPG’s full breadth of
products and services and how they are
connected,” Iams said. “For people who
are not end users of PPG’s products, the
updated branding should help explain the
benefits of and reasons for choosing our
products and the value PPG brings to its
markets and communities.”
AkzoNobel Creates
Regional Wood Coatings
Service Center in Eastern
Canada
AkzoNobel has announced that it will
create a Regional Service Center for Wood
Coatings at its Warwick, Quebec site. The
facility will become the commercial head-
quarters for the Wood Coatings business
in Eastern Canada and provide local sup-
port as the business’s R&D and Technical
Application Center for Canada. It is due
to be fully operational by mid-2016
The facility will provide services
including quick-response small batch
manufacturing, product development
for the local Canadian market, custom
color matching, and commercial and
customer support. As previously announced, the large-scale batch manufacturing will be transferred to other
AkzoNobel sites in North America, including Port Hope, Ontario.
“This investment allows us to con-
tinue offering the broad range of ser-
vices that our customers expect from
AkzoNobel and the Warwick site, rein-
forcing our leading positon in the North
American market,” said Doug Gilliam,
regional director of AkzoNobel’s Wood
Coatings business in North America.
“The facility will ensure outstanding
support, with dedicated on-site teams fo-
cusing on meeting our customers’ needs
and expectations.”
AkzoNobel is a leading supplier of
wood coatings for commercial and indus-
trial customers in the furniture, flooring,
building products and cabinetry markets,
and has been serving Eastern Canada for
over 50 years. “We remain highly com-
mitted to the Canadian market and this
investment demonstrates our continued
drive to bring leading technologies and
services across the region,” Gilliam added.
PPG Updates Brand,
Launches Global Marketing Campaign
