THE CLIENT, THE AGENCY AND THE CONTEXT.
CASABLANCA is one of the most important brands in the paint business in Argentina. Acquired by Sinteplast from BASF a couple of years ago, we were summoned to the challenge of relaunching its positioning and communication in the context of an increasingly competitive market, and with the characteristic of presenting a Brand B strategy within the Sinteplast brand portfolio.
FOCUS ON STRATEGY AND CREATIVITY.
In our initial pitch we carried out an exhaustive brand analysis of the paint market, and we concluded with the recommendation to leave the well-known repetitive phrases and decided to link the brand with the concept of “intelligent convenience”, recognizing that it is a top-quality product with a price up to 20% lower than leading brands. Without speaking about low prices, we developed a differential strategy, launching the new lines of “CASASECA”, “CASADECO”, and “CASABLANCA PEFORMANCE”, among other actions.
Our work was dual: B2B communication targeted o the painter and decorator trade channel, and mass communication targeted to the B2C end consumer. As a result, we activated TV, Radio, Point of Sale, loyalty and commercial contests directed to the trade channel, packaging design, name development, catalog design and internal launch events. The results far exceeded the initial forecasts. For example, CASASECA was the fastest growing product in 2017 and its sales targets were amply overachieved.
EXPERTS IN CONSTRUCTION AND DECOR
At NSB we have extensive experience in brands related to the construction and decoration of homes and offices. In our more than 15 years of experience we have developed dozens of packaging projects, marketing for the sales channel, actions in POS, etc.
NAMING AND BRAND DEVELOPMENT
Are you looking for a good name for your brand or product? We know how to achieve that impact that your brand needs right from the start! For Casablanca, we worked on the launch of CASASECA (sales hit!), CASADECO and the new CASABLANCA PERFORMANCE.