Artex
Artex is a great brand and well respected by the trade, however many consumers held negative feelings towards it. Many thought it only offered unfashionable texture designs, but recently it has modernised both its approach and product range. The job was to tell the public about its new low relief designs and Smooth-It which can cover unwanted texture designs, as well as other products such as contemporary and decorative coving, cove corners, multi-purpose adhesive and Halo, a DIY ceiling rose. A new logo and strapline "First for finishes" played on the heritage of the brand and also reflects the new breadth of the Artex offering.The plan of action was to reposition Artex by repackaging all the products and then using advertising, DM and in-store communications to inform the public.
