AkzoNobel has launched a new paint brand called Armstead Trade and revealed a new look for Dulux Trade as part of a £12m investment programme.
Armstead Trade replaces Glidden Trade and has been formulated to provide a reliable finish, while the new look for Dulux Trade includes new metal packaging and a series of product and service developments.

To coincide with the launch of Armstead Trade, which has been available to buy since mid-May, marketing company Initials has created a multi-channel, interactive in store campaign to promote the product.

The in store push includes an interactive Smart Choice competition, with quiz units installed in 50 stores and a paper-based prize draw in 350 stores, giving participants the chance to win a DAB radio.

In addition an Armstead Trade Breakfast Diner Van will visit 26 different sites, offering customers a breakfast roll of their choice and a £5-off Armstead voucher to be redeemed in store that day.

Senior brand manager at AkzoNobel, Alex Briggs, said: "Armstead Trade is a new addition to our professional paints range, so generating awareness and encouraging purchase are top of our objectives.

"Initials' Smart Choice concept addresses both of those aims by engaging with our target audience in a way we know appeals to them.

"We believe the concept will help to define Armstead's brand personality as a reliable, competitively priced professional solution that complements our existing Dulux Trade brand."