Challenge
Napier Environmental Technologies Inc. manufactures
environmentally responsible, non-toxic solutions that safely remove
unwanted coatings from any surface in a user friendly, cost-effective
manner. Their patented paint remover technologies are specifically
developed to replace unsafe harsh chemicals and unacceptable mechanical
methods still common in the industry. Traditionally used by contractors
and paint professionals, Napier now wanted to market the RemovALL line
of products to the do-it-yourself consumer.
Action
To launch and sell Napier’s RemovALL line of products to
do-it-yourself consumers – the company contracted NextPhase to rebrand
its product line with a new logo and product packaging, and instore
displays. Along with the rebranding, NextPhase was retained to promote
the Napier story to the industry trade and consumer media. As part of
the communications initiative, NextPhase also produced a monthly
newsletter to provide investors of the publicly-listed company with the
latest news and successes.
Results
With the RemovALL rebranding, NextPhase successfully
launched the consumer line of products and created awareness in the
media. As a result, sales growth increased substantially to 55% for the
RemovALL consumer line. Over the next year, the company developed new
distributor relationships and their products were sold by such large
international companies as ICI Devoe UK, PPG, Martin & Associates
Industries, CMP and KBK Japan. Frank Dixon, Napier’s president stated
“NextPhase was a quick study. They did their research, assessed our
situation and quickly produced the solutions we needed. They had vision
when it came to fulfilling our branding and marketing communication
needs, and they were easy to work with.”
