Xyladecor is a wood-care brand, formed in 2011 as the result of a merge between Xylamon and Cuprinol. Both owned by Akzo Nobel. The brand specialises in wood-care products for gardens, facades as well as treatment products for furniture, wooden floors and other in-house applications.
Akzo Nobel wanted Xyladecor to overtake its competition and prove to consumers it was – and still is, obviously - the best wood-care brand.
During the first years, we completely redesigned the brand, its packaging and the navigation in retail. In 2015/16, the main goal was to boost the brand’s position and awareness within the Belgian wood-care market, as well as establishing more of a consumer-friendly identity.
Mosquito has a 20-year long relationship with Akzo Nobel and its brands, so we knew the product and company well. We mainly focussed on awareness and consideration, visibility and in-store promotions, helping the customers with a clear in-store navigation of the brand.
Through market research we were able to prove Xyladecor’s superiority in the market and applied a ‘Best by Test’ label, boosting its credibility.
When creating a more prominent brand identity, we focused on an image of strength and reliability, as well as protection. That’s how we came up with a small wooden soldier as representative for the brand.
The 3D image is something universal everyone can relate to. It’s colour-coded to match Xyladecor’s design, creating familiarity and attribution. We used the soldier on a number of marketing platforms.
To compliment the new visual campaign, we promoted the slogan ‘Arm your wood for long-term protection’. Despite a slow year for wood care, the campaign managed to increase awareness and visibility.
We presented the Xyladecor campaign in numerous ways, including national radio coverage, outdoor, in-store promotions and online. It also featured at a number of events, such as ‘Hout & Habitat’, ‘Bois & Habitat’ and ‘Batibouw’, as well as a door-to-door leaflet distribution service. It was a complete 360° campaign.
The brand has been growing in a difficult market and market share is increasing year after year. Because of the great relaunch, branding and promotion campaigns we created on both a strategic and tactical level, Xyladecor headquarters asked us to relaunch the brand on a global level. But that’s another story we are happy to share.