Dunlop Adhesives new packaging set to colour-code the stages of tiling work

(07/03/2007)

Dunlop Adhesives, the leading tile adhesive, grout and sealant brand is set to undergo a comprehensive product re-brand. The new re-branded packaging, point-of-sale material and marketing literature will incorporate an easy-to-use ‘traffic-light’ selection guide for customers, defining products by the specific stages of the tiling process, and attributing adhesives and grouts to relevant applications.

As part of the re-brand, the Dunlop range has been colour-coded, using groups of green, yellow, orange and red – referring to preparation, adhesive, grouting and finishing products. By connecting product categories through the coding system, Dunlop hopes that all users, regardless of their knowledge of tiling, will be able to identify the individual products required to complete a project.

The point-of-sale material again takes an advisory angle, highlighting the chain of products – from green to red – required for the most popular applications, including bathrooms, showers and kitchens. Dunlop is also set to enhance its website with technical support materials that will not only provide users with detailed product selection advice, but also application guides and FAQ’s.

The new packaging will hit shelves throughout the UK this April, and the re-brand also involves the re-naming of some Dunlop products. A comprehensive ‘old and new’ conversion guide will be available on the Dunlop website, and will be printed within all the new point-of-sale material.

Alex Underwood, Product Manager for Dunlop Adhesives commented: “The re-brand will revolutionise a marketplace that has traditionally failed to unlock the potential of innovative and user-friendly packaging and support materials. Our products will retain the same professional quality, but we have tailored our packaging to demystify tiling for those without comprehensive technical knowledge or experience.”

Alex Underwood continued: “The packaging is designed to remove the margin of doubt when selecting various tiling products for a specific project. In addition to the traffic-light system that denotes the compatibility and order of application of different tiling products; suitability for different tile materials and environments is clearly marked using a system of simple icons.”

Kay Porter, Head of Marketing for Dunlop Adhesives commented: “The Dunlop re-brand will optimise the potential of the Dunlop brand within both existing and new markets. We are very pleased about the quality and enhanced functionality of the packaging designs, and it will be very exciting to see the user response.”

Related categories:  Bathroom furniture and storage   Consumables   Kitchen furniture   Organisational changes   Residential applications   Shower curtain and enclosure 

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