media release

Image Campaign Gets Rolling

New tankcars promoting the new image of Akzo Nobel Functional Chemicals' Dissolvine® brand of chelates have hit the road.

Akzo Nobel’s Functional Chemicals business has quite literally rolled out a new image campaign for its Dissolvine® brand of chelates.

A fleet of specially designed new tankcars hit the road this month displaying the distinctive Dissolvine colors and logo.

Mason Graphics, part of the company’s Car Refinishes BU, was approached to be the graphics partner for the project, mainly as a result of references from various business units within Akzo Nobel. (Mason Graphics produces high quality foil wraps for the application of full color images and texts on vehicles).

“We took the step to design our own tankcars after first implementing the new look for our product group,” explained Greg Stafford, Akzo Nobel Functional Chemicals Business Manager for chelating agents.

“We aim to increase brand recognition of Dissolvine and we are pretty sure that the tankcars will hit the spot.”

The project was launched in the UK at transporter company Huktra Ltd, from where four newly emblazoned tankcars began their first journeys.

“We are making a fresh start by transferring the promotion onto the tankcars in which our bulk liquids are transported,” added Stafford.

“If the concept works, we will roll it out to other transporters and means of transportation, aiming to cover a large percentage of our European road destinations.”

(Released: March 26, 2003)