Casablanca
THE CLIENT,
THE AGENCY,
AND THE CONTEXT.
CASABLANCA holds a significant position in Argentina’s paint industry. After being acquired by Sinteplast from BASF a couple of years ago, we were tasked with the challenge of redefining its positioning and communication strategy. Operating in an increasingly competitive market, CASABLANCA also stands as a Brand B within Sinteplast’s brand portfolio.
STRATEGY AND CREATIVITY FOCUS.
During our initial pitch, we conducted an in-depth analysis of the paint market brands and concluded that it was time to break away from repetitive phrases. We opted to link the brand with the concept of “smart convenience,” positioning it as a top-quality product available at prices up to 20% lower than leading brands. Without directly mentioning low prices, we crafted a distinctive strategy by launching new product lines like “CASASECA,” “CASADECO,” and “CASABLANCA PERFORMANCE,” among other innovative actions.
BRAND RESULTS.
Our approach had a dual focus: B2B communication targeting paint dealers and mass communication for B2C end consumers. We executed TV and radio campaigns, implemented point-of-sale strategies, launched customer loyalty initiatives, and organized trade competitions within the dealer channel. Our efforts also included packaging design, product naming, catalog creation, and internal launch events. The results surpassed our initial projections; for instance, CASASECA became the fastest-growing product in 2017, exceeding its sales targets.
At NSB, we boast extensive experience with brands in the construction and interior decoration sector. Over our 15+ years in the field, we’ve undertaken numerous packaging projects, devised marketing strategies for sales channels, and implemented impactful point-of-sale actions.
