The Armstead Trade Squad for the Job

Armstead is a range of paint and decorating products from Dulux makers AkzoNobel, produced specially for the professional decorator.

The Armstead Trade Squad for the Job positioning was developed to bring the trade portfolio to life using football as an analogy. Each of the key products within the portfolio was likened to a specific football player because of parallels between products and positions. For example, 'Captain Vinyl Matt, the great striker that scores every time with a beautiful finish'; 'Durable Matt, the bruising centre half for when you need extra strength and power!'

January being the time when players transfer teams, we used this analogy to persuade decorators to 'transfer' their allegiance from Johnstone's and Leyland, Armstead's key competitors, by running an added value promotion of a free football-style T shirt when you spend £30 in Dulux Decorator Centres, Brewers and trade independents throughout January.

Nice one, son!