We are multi skilled and experienced when delivering fully integrated creative campaigns which combine a mix of communication tools.


PPG Johnstone’s Trade Paint

Our task:

Ecological Solutions Campaign

PPG Architectural Coatings UK Ltd is a division of one of the largest paint
and sundry suppliers in Europe, PPG Architectural Coating EMEA. PPG launched its ‘Ecological Solutions’ in the UK with the EU Ecolabel in 2010, as part of its Johnstone’s Trade brand, and maintains an impressive portfolio in the professional trade paint market. Johnstone’s Trade, a premium paint brand of PPG Architectural Coating UK Ltd., launched its ‘Ecological Solutions from PPG’ with the EU Ecolabel in November 2010,  under the slogan “Ecological, Econfident, Economical.”

The campaign was launched to raise commercial and public awareness about Johnstone’s Trade paint, to show architects, contractors, professional painters and decorators, as well as consumers how they can be environmentally friendly without having to sacrifice product quality or pay an additional premium. The target audience for the campaign was Architects, specifiers, contractors, professional painters and decorators.

PPG’s campaign gained the company access to a new and growing sector of the market that is demanding greener products. The campaign also helped to diffuse any stigma surrounding eco-friendly paint products as pricier or inferior in terms of quality.

In addition our campaign was awarded winner of the EU Ecolabel Communication Award 2011.

Project skills/elements:

  • Trade brochures outlining the EU Ecolabel and how PPG’s accreditation signals its commitment to the environment.
  • In-store point of sale and customer leaflets were distributed to inform customers about Johnstone’s ecolabelled line.
  • Packaging – re-labelling of paint cans for customer identification.
  • Direct mail campaign to customers to inspire participation in greener consumer practices, including a six-page customer leaflet and a tree in a can – for local planting and PR!
  • Website and press advertisements with detailed information about the benefits of purchasing EU ecolabelled products.
  • Stand at the National Paint & Decorating Show to launch the newly EU ecolabelled brand. Which included our very own ecoman – topiary that came to life on the stand!