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By The Drum Team | Editorial

May 2, 2012 | 2 min read

AkzoNobel has launched a new marketing campaign for its DIY brand Polyfilla.

The campaign spans TV, radio, online, print and social media and targets "people who take pride in their work and want to do a job properly using the right tools".

The TV spot has been created by Matt Gilbert and David Tokley at glue Isobar and was was directed by David Edwards through Rogue. It is on air now.

As part of its campaign the brand will be celebrating 'Polyfellas', men who do a 'proper job'.

To this end it has agreed a radio partnership with TalkSport which will reward football's best Polyfellas, the players who have made an extra effort in games.

And on 5 May the brand will launch a Facebook campaign to find the nation's Ultimate Polyfella.

Katherine Evans, UK marketing director at AkzoNobel, said: “We have big growth aspirations for the Polycell brand; and as such we are delighted to launch this integrated campaign, to reposition the brand and make it more relevant to today’s consumer.

"DIY skills that were historically passed from father to son, are done so less and less nowadays; and, with our 50-plus years of experience, we see our role as helping consumers to have confidence and to take pride in doing the job properly with Polycell."