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Golden News January 2017

A New Look for GOLDEN Grounds, Mediums, Additives and Varnish

GOLDEN 2017 Non Color Label Group Shot

Golden Artist Colors offers the broadest range of professional quality acrylic colors, mediums and grounds, providing artists limitless possibilities for creative expression. While the most dedicated GOLDEN customers understand the full breadth of their offering, many artists could benefit from a deeper knowledge of gels, pastes, grounds and other non-color products. They have yet to unlock the full potential available to them through Golden’s complete product line!

There is a tremendous opportunity to engage with artists and educate them on the possibilities contained within this segment of the GOLDEN line. Golden’s re-stage is an integrated campaign that includes new packaging design, in-store signage and new educational videos. An update to the labeling on their non-color products is a significant part of their efforts to make this product segment more approachable to all artists.

Some changes customers will notice with the product line repackaging include the following:

GOLDEN Non Color New Label Info

  • Color added to identify product sub-categories previously identified on shelf talker color strips
  • Updated color strips further reinforce this segmentation and break the non-color product segment into smaller subcategories, making them easier to visually digest in aisle
  • Larger text increases readability
  • Name changes to accurately reflect intended use or maintain consistency

The following In-store signage and literature are available to support the change:

  • Layered Surfaces POP Blade – Item # GDM012943, Support Cost $80.00
  • Product Name Changes laminate sheet – Item # M013238, will be sent to all retailers in Q1 of 2017
  • Mediums and Additives Reference Guide – Item # M013240, Support Cost $1.25

New educational videos and workshops will also be available:

  • Educational video series launching Q2 of 2017
  • Expanded working artist classes in mixed media
  • Print advertising and social media focus on non-color products

New labels will start going on containers at GOLDEN February 1, 2017. It may take up to several months for these new labels to cycle through inventory at GOLDEN and MacPherson’s.

GOLDEN 2017 New Label Single Jar

GOLDEN Sales Representatives will be working to reset store rack tags and color strips between February and July 2017.

If you need more information about these changes or have additional questions, please contact your GOLDEN Sales Representative or your GOLDEN Customer Service Representative at 607-847-6154.

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