AkzoNobel – SIKKENS
What do you do when a trusted colleague changes the way they look for the first time in 23 years? Offer a little friendly reassurance and inspire some new confidence of course. We did just that for famous and well-loved premium trade paint brand Sikkens.
As part of a recent brand overhaul, Sikkens has had its first full pack redesign in 23 years, making the range easier to navigate and more accessible from a design perspective.
Our task was to activate and educate the new pack design to the Sikkens sales team, the sales representatives in the Sikkens Service Centers and to the professional painters, in order for the painters to be reassured, rediscover and reengage with the brand and product. We did so in an engaging and playful way that brings some welcome clarity and warmth in typically functional retail environments.
Down to business; we needed to find a fresh approach yet disrupting way of putting Sikkens back at the front of painters’ minds in-store. We needed to reassure them that Sikkens puts quality first, while reminding them that the brand is also an innovative industry leader.
Sikkens Service Centers and Trade Paint Stores are functional and customers are regular but want to be in and out quickly. A solution needed to be bold, simple and to the point.
So, with the campaign line ‘Take a Fresh Look at Sikkens’, we created a graphic style that is sympathetic to the brand but also disrupts. We delivered an internal and external sales presentation, a POS toolkit to go in Sikkens Service Centers and trade paint stores, printed material, posters, and an animated movie to play in-store and online to educate, inspire and reaffirm.
Full artwork, development drawings and VMD plans were delivered for markets, as well as training workshops facilitated.
The execution focused around a creative painted ‘spotlight’ idea that heroes the new can throughout different keys parts of the customer journey, from impactful gondola ends and retail bays, to bolder installations that incorporate storytelling from the painter’s world. A job well done from start to finish.
"The animatic video has been very positively received... a round of applause after showing the animatic! Please extend my thanks to other GR team members that contributed to it!"
Senior Global Marketing Manager, Professional Brands