communication on the eu ecolabel best practice · trade brand, and maintains an impressive...
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B e s t P r a c t i c e
Campaign goals
Outcomes and result s
Target audience
Tools used
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.
W i n n e r o f t h e E U E c o l a b e l C o m m u n i c a t i o n A w a r d 2 0 1 1
Communication on the EU Ecolabel
Direct mail campaign to customers to inspire participation in greener consumer practices, including a six-page customer leaflet.
In-store point of sale and customer leaflets were distributed to inform customers about Johnstone’s ecolabelled line.
Trade brochures outlining the EU Ecolabel and how PPG’s accreditation signals its commitment to the environment.
Johnstone’s Ecolabel launch at National Painting & Decoration Show in November 2010
Johnstone’s new eco-line logo
Tree-in-a-can mailout to customers
PPG’s press advertorial
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.
Architects, specifiers, contractors, professional painters and decorators.
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.
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.” .
“PPG are proud of the recognition from Ecolabel for the work and commitment we have put in to developing environmental awareness within the paint industry. PPG aim to continue driving sustainable solutions and deliver quality paint
- Jason Metcalf, Marketing Director products.”