AkzoNobel unveils one global identity for the Let’s Colour brands

AkzoNobel has announced an important step in its global Decorative Paints’ marketing strategy: a single global brand identity for its retail consumer paint range. The Let’s Colour identity includes the brands Dulux, Flexa, Levis, Alba, Coral, Marshall, Astral, Bruguer, Dulux Valentine, Inca, Sadolin and Vivechrom.

This marketing strategy demonstrates AkzoNobel’s determination to further expand its market share in consumer paint worldwide, which currently generates annual revenues close to €5bn. The strategy is also a landmark in the company’s endeavour to grow its business, in line with its Value and Values strategy.

The global brand identity is being rolled out worldwide, starting in Canada, China, India, South East Asia and Pacific and The Netherlands. Other countries and regions will follow during the course of the year, with the new brand identity eventually being deployed in close to 50 key markets.

"There are huge opportunities for us to compete directly in local and regional markets. By delivering a consistent brand image around the world, we can increase our global scale and establish more leadership positions,” said Tex Gunning, AkzoNobel Executive Committee member responsible for Decorative Paints. "Our quality paints go far beyond protecting surfaces. Some of our products help to reduce energy consumption, while others contribute to enhanced indoor air quality.”