Case Study: AkzoNobel revives Glidden brand relevance with Consumer Goods Technology insights

AkzoNobel - Customer Case Study

The customer, AkzoNobel, faced the challenge of revitalizing the acquired Glidden paint brand, which had suffered a 40 percent erosion in market share due to declining sales, a lack of marketing investment, and uncompetitive product quality. To address this, they partnered with vendor Consumer Goods Technology on a comprehensive re-invention strategy.

The solution implemented by Consumer Goods Technology involved a holistic campaign founded on deep consumer insights, leading to improved paint formulas, a simplified color palette, an enhanced in-store experience, and a national multi-platform marketing initiative. The results were impressive, including a 1.5 percentage point jump in year-over-year market share, a nearly 50-point increase in Home Depot sales, a 26 percent rise in household penetration, and industry award recognition, successfully restoring the Glidden brand.

AkzoNobel

Rob Horton

Vice-President Marketing