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www.paintshow.com.br
12
Setembro 2011
PAINT & PINTURA
and construction, combined with tax incentives
and construction programs, Hydronorth has also
done its share, devising new strategies and develo-
ping new products. In addition, the company has
come closer to end consumers and retailers throu-
gh advertising and marketing campaigns.
Over the years, the company has gained great
recognition in the marketplace. While ranking four
times among the 150 Best Companies to Work For
(2002, 2004, 2005 and 2006) published by the Você
S/A magazine, Hydronorth has been presented with
a number of awards in the paint industry. The
Hydronorth Multiuse Resin has been elected the
best product by around 2,500 retailers forth the
14th time in a row in the Acrylic Resins category of
the rank organized by the Revenda Construção ma-
gazine. It has also ranked 1st for a decade in the
Artesp Awards, while coming in 2nd in the Water-
proof Coatings category in the 2010 edition.
“With the launch of environment-friendly products,
we can say that we’ve started a new phase, an in-
novation cycle at Hydronorth,” says Chief Executive
Officer Matheus Góis. “Sustainability is a strategic
concept for the company, having been approved by
our executive board as the passport to our future
in business. We want to break into new market
segments with distinction and innovation, which
values are in the company’s DNA.”
Brasilata introduces steel barrel at Construsul
2011
At Construsul 2011, held from August 3 to 6 in
Porto Alegre, Rio Grande do Sul, Brasilata laun-
ched its latest development for chemicals called
Barricaço, a new container design for thin-set
mortars.
A number of thin-set mortar suppliers have been
seeking less costly containers for their products,
aiming especially at low-income consumers. Seve-
ral alternative containers have been introduced as
part of the efforts to meet that such demand, such
as the cardboard barrel.
Though seemingly fragile, cardboard barrels took
up a significant share of the market. The fact
that, when full, the structural stability of the con-
tainer is ensured by the product inside it, as thin-
-set mortars are a dense structural material, has
certainly contributed to its positive performance.
Aware of that property, Brasilita decided to de-
velop a steel barrel. After two years of exhaustive
research and testing, the company came up with
a new container by the name of Barricaço, which,
in Portuguese, is a combination of the words for
small barrel (“barrica”) and steel (“aço”). The pro-
duct has just been introduced at Construsul 2011.
To produce competitive containers, the company
has dramatically reduced the thickness of the
steel sheet. While in ordinary steel buckets the
steel sheet thickness is 0.34 mm, Barricaço is
produced from a 0.22 mm-thick sheet, reducing
the weight of the container by more than 35
percent. It is that weight reduction which makes
the container a competitively-priced product. It
is obviously not as sturdy as a regular steel can,
and so Brasilita has adopted a different name to
avoid comparisons.
Brasilata has made a point of drawing attention
to such difference by marking the special lid in red
with a note that says that Barricaço is a more fra-
gile container and describes the precautions to be
taken when transporting and storing the product.
The special lid also contains handling instructions
in red letters.
Even though it is not as sturdy as a regular can,
Barricaço provides a series of benefits, such as
requiring no internal plastic bag, which makes it
a more sustainable product.
While being completely resistant to moisture, the
Barricaço design is highly flattered by the litho-
graphy on the steel sheet. Ribs were added to the
lower part of the container to increase its resis-
tance to falls.
After several quality tests, Barricaço has proved
perfectly suited for local markets and for buil-
ders because it resists well transportation over
short distances.
Sustainability is another key feature of the new
container, as it eliminates the need for the inter-
nal plastic bag and is made of steel, which is 100
percent recyclable.