Mustoe Merriman Herring Levy has won the 1m brief to relaunch specialist paint brand International Paints after pitching against Banks Hoggins O’Shea, Bean Andrews Norways Cramphorn and a regional agency.
The relaunch campaign will use cable and satellite television with supporting press work and will be timed to coincide with spring, the traditional home-decorating period.
International Paints is the brand leader in the specialist paints market with a wide range of products such as anti-condensation paint, brick and tile paint, as well as primers, varnish and enamels. The brands have wide distribution through DIY superstores.
The company, owned by Courtaulds, has been split into a marine division and consumer paints division.
The latter has been made a licensee of South Africa’s largest paint manufacturer, Plascon, which has masterminded the UK relaunch. It is headed by general manager for the UK Andrew Lakeman. The marketing manager is Jill Macgregor.
The packaging has been re-designed by design agency Wickens Tutt Southgate.