High-performance primer for the trade community
Crown had a trio of dedicated primer products that had been fulfilling specific roles for the decorating trade. We saw an opportunity to combine and amplify the performance and reliability of these all-purpose ‘super’ primers to an audience who rely on the materials to do the job every day.
Our perspective of the no-nonsense trade audience who ‘know their stuff’ pointed us to a clear and simple branding strategy. Both PX3 and PX4 were born out of a combined product proposition and the need to communicate the product properties in a memorable way, without undermining its known technical capabilities of coverage and adhesion.
Following the packaging designs, we developed a range of communications to support the PX3 and PX4 product launch, with the design specifically driven by the need for impact, simplicity and maximum standout on the shelf.
Our relaunch and redesign quickly reinforced the Crown Trade PX Primer range’s position as high performance primer that the trade can rely on.
Measures of success
- 5 Litre uplift in sales YOY
- 1 Litre uplift in sales YOY