Rendona Case Study
Challenge:
Rendona Paints is a family firm based in South Wales which manufactures and supplies both interior and exterior paints for a wide variety of domestic and commercial applications. The Rendona Harmony range has been developed by Sheila Harding and is aimed squarely at the high end interiors market. The range of 60 colours are natural, environmentally friendly and non-toxic, with colours taken from flowers in the neighbouring Wye Valley.
The Challenge:
- To raise awareness of Rendona Harmony Range of environmentally friendly paints among all homeowners, in particular homeowners who are not price-driven ( Farrow & Ball is a key competitor)
- To support Rendona Harmony Range sales growth by 10% both from direct sales via the web, and via independent retailers
- To support increase in independent retail distribution
Strategy:
Focus on Rendona as a family company, and catch the imagination of target media with the story of Rendona Harmony Range's creator Sheila Harding, and her daughter designer Lucy Harding
Tactics:
- Focus on the Harmony Range USPs: a palette of 60 colours, all naturally produced from flowers in the Wye Valley
- Development of The Rendona Harmony Range Story via media desk visits and an IPC media briefing. Press were invited to review the range - and play with the paints to create their own special effects
- Utilization of Rendona interior designer, to develop ‘expert’ positioning on colour, décor and special paint effects advice in the media
- Development of a photolibrary which emulates magazine beauty photography, to further reinforce the aspirational, natural image of the range
Results:
- Within the first 6 months of the campaign, Rendona Harmony Range sales increased by 26%
- 21 million OTS during first nine months of campaign
