Glidden Trade launches new ‘can do’ campaign

Trade paint brand Glidden Trade, part of ICI Paints, has invested in a new print and online advertising campaign to boost sales and recognition of its trade paint brand.

With the new tagline ‘Glidden Trade – the can do paint’, the new programme also features a refreshed website, www.glidden.co.uk and new in-store point of sale material.

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.

“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.