Sandtex Trade’s 'five decades of protection' message hits TV screens
Published: 20 July, 2012
UK: Sandtex Trade is going back in the archives to revive a classic advert, to highlight how the brand has been protecting buildings in the UK for over 50 years.
Thirty years since the brand last advertised on TV, a new advert has been developed, which breathes new life into a classic where a lighthouse keeper struggles against the elements over time, while his lighthouse’s paint finish remains immaculate.
The original version of the advert received wide acclaim among specification, trade and consumer audiences and helped put Sandtex Trade on the road to success as the UK’s premium masonry paint.
This latest version of the advert, which appears on television screens until mid- August, features one of the UK’s most challenging conditions, Norfolk’s historic Happisburgh lighthouse – where Sandtex Trade products are helping to maintain the structure’s distinctive colour scheme for the long-term.
Sandtex Trade will be supporting merchants’ sales in-store with point of sale material, carrying the 50 year protection message. Space-saving display pods are also being rolled out to the trade, which enable a volume of stock to be showcased in an eye-catching and engaging way to customers.
Sharon Smith, Sandtex Trade brand manager, said: “The advert carries a strong message about the brand’s renowned durability, visually demonstrated through the lighthouse, which is protected with Sandtex Trade X-treme X-posure masonry paint.
“As the finish lasts through the seasons and through the years, it shows how the paint has stood the test of time.
“It’s a strong message and in the run-up to the campaign we would urge merchants to ensure they are well-stocked with Sandtex Trade products, so they can maximise on sales opportunities generated from the promotion.”
Happisburgh Lighthouse was painted in 2009 with Sandtex Trade premium products.
Three years on and Patrick Tubby chairman of the Happisburgh Lighthouse Trust, says the structure has never looked in better shape.
Sandtex Trade’s highest performance masonry paint, X-treme X-posure was used to create distinctive red and white bands, which give the 85 feet landmark building a distinctive look visible for miles around.