Axalta Refinish developed a new clearcoat product to be sold through their three premium refinish paint brands. A restricted budget but high production values, the creative and production required intricate execution.
With Cromax, Spies Hecker and Standox each having a brand-loyal customer base, the launch of a new product line meant a three-pronged approach. Launching the new clearcoat involved tailoring the messaging, imagery and marketing to match the distinct needs of its three major brands’ audiences.
This was an extensive brief, covering print and online, involving 20 languages for advertising, brochures, infographics, and marketing support imagery. Logistically, the organisation of the multiple elements was a complex process, but even before that, we had to develop the three distinct creative concepts.