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PPG Brings New Identity to the Surface

Wednesday, June 22, 2011

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PPG Industries Inc., the world’s No. 2 paint and coatings company, is recasting its identity as a “surface innovation” provider across multiple markets and industries.

The 128-year-old company has launched its first-ever overall marketing communications makeover, which “redefines the PPG brand by showcasing the unique ways it brings innovation, sustainability and color technologies to its customers in a wide range of markets,” according to a press release.

PPG Industries Inc.

PPG’s new tagline, “Bringing Innovation to the Surface,” applies across all markets and industries.

“Bringing Innovation to the Surface” is PPG’s new tagline, designed to position it as a “surfaces” provider. The line will appear throughout the company’s web, print, and social media communications and will be used heavily in internal training and customer engagement.

The tagline reflects PPG’s belief that it “has the capabilities to enhance more types of customers’ surfaces in more ways than does any other company.”

‘Breadth and Depth of Offerings’

“Many of PPG’s customers are familiar only with the specific products or services they rely on the company to provide, so through this new initiative, we aim to bring to light the breadth and depth of PPG’s innovative offerings,” said Patrick Kenny, vice president, corporate marketing. “The campaign reaches the varied industries PPG touches, highlighting the company’s strengths–innovation, sustainability and color leadership–that some customers may not know about.”

The efforts currently focus on the infrastructure, marine, construction, automotive, renewable energy and other markets that PPG serves.

Ads show children gazing in awe at a colorfully coated airplane parked on a tarmac; a roadster that catches the eyes of onlookers; and a modern building, highlighting the company’s many coating and glass applications for the construction industry.

Educational Approach

“The campaign takes an educational approach and brings to life the unique stories of how PPG truly partners with customers for success,” added Jack Maurer, PPG director, corporate communications. “The multichannel campaign highlights the technologies PPG brings to the table that help our customers overcome their unique industry challenges and differentiate themselves from their competition.”

The initiative launched Wednesday with a series of employee events. Advertisements have begun appearing in trade and online outlets throughout the United States, Europe and the Asia/Pacific region.

Founded in 1883, Pittsburgh-based PPG serves customers in industrial, transportation, consumer products, and construction markets and aftermarkets in more than 60 countries. Sales in 2010 were $13.4 billion.