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ICP Construction Unveils New Architectural Paint and Coatings Strategy

ICP Construction, a division of Innovative Chemical Products Group (ICP Group), has unveiled their architectural paint and coatings strategy. ICP Construction currently manufactures and markets under many recognized brands including California Paints, Storm System, Muralo, Graham, Progress, Grayseal, Fixall, and California Architectural.

As announced at their recent National Dealer’s Meeting in Chicago, ICP Construction has developed a strategy to carry these flagship products forward under only three brand names: California Paints, Fixall, and Storm System.

“Our management team spent many months reviewing each key product to find the best brand fit,” says Scott DeLeo, Vice President of Marketing, ICP Construction. “In the end, our brand strategy makes clear sense to everyone – California Paints is our full line, residential and commercial repaint solution; Fixall is our application-focused, specialty paint and coatings brand; and Storm System is our exterior stain product offering. By presenting these three lines to our dealers, we have a complete product offering that provides the solutions contractors need most.”

During the presentation on November 2, dealers and contractors from around the United States were also introduced to ICP Construction’s new Masterworks partner program. This program is tiered by participation levels and offers significant incentives for dealers and contractors that feature ICP Construction brands. The program makes dealers more competitive and provides resources that contractors need to be successful in the ambitious repaint market.

“Never before in the impressive history of this organization has there been such a focus on partnering with our dealers, becoming a trusted resource for our contractors, and manufacturing solutions that each of us can be proud to choose,” says Doug Mattscheck, CEO of ICP Group and Interim President of the ICP Construction division. “With the three established brands of California Paints, Fixall, and Storm System to rally around, our efforts are more precise, our market position clear, and our dealers more empowered to provide comprehensive solutions to our contractors.”

California Paints also introduced their new color system, “Inspirations.” A revamped in-store color display that features all the colors from “Inspirations,” as well as their highly regarded “Historic” and “20th Century” color collections was onsite as well.

The new brand strategy, including revamped websites, social media plan, product literature, labeling, and retail displays will be rolling out to the market in the first quarter of 2017.


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