media release

Watching Paint Dry Just Got Interesting

Akzo Nobel has developed an award-winning paint which is set to make one of the most frustrating decorating tasks a thing of the past.

Watching paint dry isn’t exactly regarded as being a particularly exciting pastime. Indeed, it’s a term which is usually associated with the most tedious of exploits. Until now.

Because Akzo Nobel has developed an award-winning paint which is set to make one of the most frustrating decorating tasks a thing of the past.

Indicoat™ is a revolutionary new pure brilliant white paint which makes the arduous task of painting white on white effortlessly easy.

Produced by Crown Paint in the UK—part of the company’s Decorative Coatings Europe business—Indicoat goes on pink but dries white in a matter of minutes. It means you can see exactly where you have painted and where you haven’t.

Which is great news for do-it-yourself enthusiasts, because as research conducted by Crown in the UK has revealed, a whopping 6.4 million consumers regard the job of painting white on white as being one of the most challenging and frustrating decorating tasks.

“We believe that Crown Indicoat offers a huge turn-on for consumers who may otherwise have been deterred from using white paint from previous experience,” explained Nigel Emmanuel, Crown Paints Marketing Controller.

Launched earlier this year with heavyweight press support and extensive in-store demonstrations, Indicoat was joint-winner of the New Product Award in the Decorative category at the recent DIY and Garden Show held in London.

Indicoat is only available in the UK and will become available in more European countries during the course of 2004.

(Released: July 22, 2003)

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