Putting the “eco” in
Sometimes a brand gets tired. AFM,
a pioneer in “healthy” paints
and coatings, found themselves losing market share to new environmentally
friendly lines from larger players. A revitalized voice, appearance
and approach were needed.
AFM Safecoat offers the only paint that is doctor recommended
for the chemically sensitive. The category of safe home and construction
products is seeing rapid growth. But there are increasing numbers
of traditional paint companies jumping on the green bandwagon as
Our mission was to re-brand and promote
AFM Safecoat for maximum marketability to consumers, contractors
and dealers. Our integrated marketing plan broadened AFM’s
appeal by reaching out to people who have children, pets and
are proactive about their health. A balance was struck between
targeting people who are concerned with the welfare of the planet
and those who have health issues themselves.
Working with Clean Agency, Ken Eskenazi
developed a multi-tiered marketing, design and advertising campaign
including a comprehensive rethinking of the entire brand. We
began with their corporate and product brand identity, and then
created new product packaging and merchandising. A reengineered
and redesigned website, collateral and ad campaign directed to
both the trade and consumers followed. Emphasizing the “eco” in
the Safecoat logo gave a strong visual cue to our positioning.
With the new branding in place, Clean
implemented an aggressive PR and media campaign. The media objectives
strove to get more independent dealers on board as well as drive
consumers to AFM’s
existing national dealers. The public relation efforts resulted
in placements in top newspapers, home living / lifestyle magazines
and television specials on green living.
Even though the competitive space is becoming more crowded, AFM
Safecoat has seen a dramatic increase in new distributors and direct
sales from the relaunch of the brand.