Sico begins out-of-home campaign in Toronto
By Adnews Staff
Paint company Sico is conducting an out-of-home advertising initiative in Toronto. The campaign consists of an installation in the city's Bloor-Yonge subway station featuring a range of paint colours offered by the company. The installation, which will remain in place until the end of May, includes oversized reproductions of paint chips, as well as posters and video displays. In addition, promotional workers will distribute daisies to transit riders on May 12, 19 and 26. "Sico is all about colour, so we chose a venue normally associated with grey and infused new life into the space," said Dominique Pépin, marketing manager at Sico Paints. "Our goal with this month-long campaign is to instill an appreciation of colour among Torontonians, and what better time to do this than the spring, when everyone feels rejuvenated?" The campaign coincides with a re-launch of Sico's Cashmere paint brand. Sico is a division of AkzoNobel.