Ciba Speciality Chemicals/BASF SchweizEffect pigments – a world of emotions.
Ciba Specialty Chemicals was created in 1997 as a spin-off of the Chemicals Division of the pharmaceutical giant Novartis, which in turn was formed one year earlier by the merger of Sandoz and Ciba-Geigy. Ciba Specialty Chemicals, headquartered in Basel, was an internationally active Swiss company in the field of high-quality specialty chemicals, used primarily in industrial and cosmetic applications. In 2008, Ciba was acquired by the German chemical company BASF, and in April 2009 was integrated into the BASF Group. Since March 2010, the company has been operating under the name BASF Schweiz AG.
Ciba Specialty Chemicals was a world leader in the area of effect pigments. For this area of its business, HDK developed a dual umbrella brand strategy with the two umbrella brands “CIBA XYMARA” for industrial products and “CIBA CALISHA” for cosmetic products. A communication and marketing strategy, designed to be effected alongside the value chain, was elaborated which anchored the emotional character of the effect pigments vis-à-vis all relevant target groups, based on the slogan “Ciba Effect Pigments – A World of Emotions”. With this internationally oriented brand strategy emphasizing the three core brand values innovation, quality and emotionality, Ciba Specialty Chemicals was able to successfully assert itself as the market leader against Asian low-cost suppliers. In addition, thanks to this dual brand strategy, the company was able to reduce the costs of its worldwide trademark registrations and trademark protection by a significant amount. The “personalization” of the two brands under the names “CIBA XYMARA” and “CIBA CALISHA” resulted in a high degree of independence and dramatically increased the brands’ likeability.
- Strategic brand consulting
- Communication and marketing strategy
- Corporate identity & design
- Corporate publishing
- Print and digital communication
- Image brochure and product brochures
- Photography and videos