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Brazil's Tintas Coral raises awareness through donations

Tintas Coral has launched a campaign to increase exposure of its Coral brand.

By Charles W. Thurston

Published June 17, 2007
Brazil's Tintas Coral, a unit of ICI Paints Latin America, is increasing its charity program for donated paints to over 100 entities, including hospitals, public buildings and other social causes as part of a company campaign to better position the Coral brand. Among recipient projects is the old center of Recife, the capital of Pernambuco state, which is recognized for its architectural splendor by Unesco, according to José Roberto de Siqueira, who assumed the presidency of the company in January.

The program for Tintas Coral's charity work is called "Coral Cidadania" or Coral Citizenship. The company has painted public sports facilities in the city of Sao Paulo, and municipal buildings in public parks in Ubatuba, in the state of Sao Paulo. Hospitals in Maua and in Guaruja, also in the state of Sao Paulo have been painted by Tintas Coral, as well. The company also is spreading new paint and coatings in the Sao Paulo business capital, repainting pedestrian overpasses on freeways and other high-visibility locations. Manufacturing facilities for the company are in Maua, in the state of Sao Paulo, and in Recife, in Pernambuco state.

Apart from its charity work, Tintas Coral spent heavily on marketing during 2006, spending 42 million reais (approximately $20 million) out of a total investment budget of R55 million, a company spokesperson indicated. This year a similar print and television campaign is planned.

Tintas Coral also is striving to be an environmentally green producer of paint, and utilized some 30 million recycled plastic bottles in its manufacturing processes last year. The company has even tried to formulate products using soy oil, a commodity crop in Brazil, in place of imported oils. Within the Brazilian industry, Tintas Coral has been cited as a leader in switching from volatile organic chemical-based formulations to water-based products.

The company is growing faster than the Brazilian paint industry as a whole, Siqueira suggested. Volume production for Tintas Coral was up seven percent to 160 million liters, and sales value was up six percent to $310 million in 2006, a new company record. A growth target of 12% has been set for this year, through expansion of both the company's architectural and industrial protective coatings units. The company suggests that it holds a 25% share of the architectural paint and coatings market in Brazil, based on market leadership in the Northeast region, centered in Recife.

Tintas Coral employs approximately 900 workers in Brazil, where it has offices in Belo Horizonte, Goiania, Porto Alegre, Recife, Rio de Janeiro, Salvador and Sao Paulo. The company's export destinations extend from Latin America to Africa, including Bolivia, Cuba, French Guyana, Guyana, Paraguay, Surinam and Trinidad and Tobago in Latin America; Angola, Benin, Ghana, Madagascar, Sierra Leon and Togo in Africa; and Lebanon in the Mid-East. Among other ICI units in Latin America are Alba, in Argentina; Inca, in Uruguay; and Pinturas Coral, in Bolivia.

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