US-based global coatings manufacturer Valspar has successfully launched its premium paint for the European DIY market in Paintainer pails from RPC Superfos featuring a golden metallic look and a new design.
For its entry into the market, Valspar came up with a design brief that specified a user-friendly, vibrant and memorable packaging solution. After various competitive analyses and tests, the company chose the injection moulded polypropylene Paintainer.
The metallic gold container was chosen to reflect the high quality of Valspar Premium, a product of which Valspar is particularly proud for its quality and ease of application for consumers.
The brightly coloured 'Valspar People' that feature across all of Valspar's packaging and marketing materials reflect the no compromise colour choice that Valspar can provide consumers. Valspar can create for consumers 2.2 million colours - that's any colour the eye can see.
"On shelf, the colours, the imagery and the golden look of our new packaging are features which are likely to affect the emotions of the consumer," explains Paulina Wojcik, sourcing specialist containers, Valspar EMEAI. "We are extremely proud of the result, which has been made possible through a strong partnership between our marketing department and RPC Superfos."
The handle of the Paintainer is made of plastic and the pail can be opened and closed without use of any tool, all adding to the end-user experience and on par with Valspar's priority to deliver products that make the paint job at home hassle-free.
The size sets Valspar's paint apart from competing products. The paint comes in two sizes: one pail holds 5 litres under lid; the other is a special size of 2.7 litres and 180 mm in diameter which was developed by Valspar and RPC Superfos in tandem.
Marnie Roesl-Leese, global purchasing manager for containers at Valspar, explains why Valspar chose to work with RPC Superfos:
"Our data points to a preference for plastic pails when it comes to end users. The good reputation of RPC Superfos made us consider their Paintainer solution and it showed great test results. In terms of service, Valspar has experienced an extremely professional team with a very responsive attitude meeting all crucial deadlines. One of the strengths of RPC Superfos is the right technology and another is speed to market. All in all we have had a fantastic launch and our product has been well received."
