PPG announces rebranding of the GLADIATOR™ protective coating products
PPG today announced its plans to implement a rebranding of the GLADIATOR brand across EMEA (Europe, Middle East, and Africa).
As part of portfolio integration activities following PPG’s acquisition of Italian manufacturer Industria Chimica Reggiana (ICR), Gladiator will be relaunched with new PPG branding.
The Gladiator product line consists of a 2K protective coating both in black and tintable and its ancillaries that deliver a textured-semi-matt finish with excellent durability, chemical resistance, and damage protection.
The established tagline ‘The Invincible Coating’ remains unchanged, as does the product formulation, which means that end users will continue to receive the same high performance from the Gladiator brand.
Gladiator is suitable for application to automotive and commercial vehicles, light industrial equipment and many more surfaces. Its versatility means it is compatible with existing SELEMIX®, TURBO VISION®, DELFLEET ONE® and ICR SPRINTMIX tinters and primers.
Aligning Gladiator branding with PPG’s modern branding and existing portfolio, the rebrand includes a new logo and key visual as well as a new product descriptor, ‘2K Protective Coating’. Gladiator also takes a step back from the ‘warrior’ look whilst the key symbols of shield and helmet remain present in the new branding to represent the product’s ‘invincible’ mechanical and chemical resistance.
The Gladiator colour scheme has also been refreshed, pairing the brand’s recognisable orange hue with a vibrant red in a modern gradient effect. A variety of new communication materials are now available for our distribution partners, with more information available within the Selemix, Nexa Autocolor, PPG Refinish and ICR websites.
The transition to the updated branding will begin mid Q2 of 2024 and is expected to be complete by the end of the year with the length of the transition period minimised as much as possible.
“We have refreshed the Gladiator branding and updated key elements of its product marketing to bring it in line with the look and feel that is consistent with PPG’s product portfolio,” explains Sabrina Thomas, marketing brand and communications manager, CT/LIC, Automotive Refinish EMEA.
“We also wanted the new branding to showcase the excellent versatility of Gladiator 2K Protective Coating and how it is suitable for use across a range of industries and applications. Gladiator is entering a new era and we’re excited to be here for the journey.”
