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AkzoNobel consolidates paint brands under the Let's Colour identity

October 17, 2011

AkzoNobel has introduced a new marketing strategy for its decorative paints division by launching a single global brand identity for its retail consumer paint range. The "Let's Colour" identity includes the brands Dulux, Flexa, Levis, Alba, Coral, Marshall, Astral, Bruguer, Dulux Valentine, Inca, Sadolin and Vivechrom.

This new marketing strategy is designed to expand AkzoNobel's market share in consumer paint worldwide, which currently generates annual revenues close to €5 billion.

The new global brand identity is being rolled out worldwide, starting in Canada, China, India, South East Asia, Asia Pacific and the Netherlands. Other countries and regions will follow during the course of the year, with the new brand identity eventually being deployed in close to 50 markets. In addition, the AkzoNobel company endorsement will be introduced on the front of packaging, as well as on all advertisements, product websites and other relevant marketing materials.

"There are huge opportunities for us to compete directly in local and regional markets. By delivering a consistent brand image around the world, we can increase our global scale and establish more leadership positions," said Tex Gunning, AkzoNobel executive committee member responsible for decorative paints.

"We are creating an iconic, truly global brand with the right degree of commonality in its expression," said Sucheta Govil, the company's global head of marketing for decorative paints. "Yet we are deploying the strategy in the marketplace with the relevant local touch. Our strategy is to streamline our offering from dozens of brands to fewer iconic, global and impactful brands."

The new brand identity is based around a "Flourish" logo which embodies the decorative paints' global Let's Colour campaign. It features a human figure and colorful Flourish which will appear on all product packaging for the Let's Colour brands.