ANZA PRO BENELUX
From One Product Wonder To Total Toolbox Domination
The Challenge
When Orkla House Care acquired a Benelux business in 2019, the Anza Pro brand was best known for one hero product – the Vilt (Felt) Roller.
My task: transform Anza Pro into a multi-category brand and win market share among professional painters in a competitive, product-focused category.
The Start
The Destination
My Approach
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Localised a global brand position titled “We Know What It Takes”. This emotional brand platform celebrates the often-overlooked pride and skill of professional painters, putting them front and centre of our marketing efforts.
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Launched the brand positioning with the Bedankt, Schilders (“Thank you, painters”) campaign across TV, social media, and in-store touchpoints.
Personalised gift boxes and local demo days engage Belgian and Dutch painters directly, and offered them an opportunity to trial a broader range of Anza Pro products.
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I leveraged the ATL marketing campaign to create a sense of FOMO among the Paint Merchants, I combined this with a number of trade marketing benefits to formalise our Anza Pro Partnership.
At the heart of this was our Anza Pro Concept Shelf, optimized for stock rotation and retailer margin - whilst providing us with significantly increased physical availability.
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