Canadian Mining Journal


SIZERS: Major rebrand to ALLU Transformer

FINLAND – A major rebrand of ALLU – the development of the ALLU Transformer brand and strategy – has helped deliver impressive results for the Finnish based engineering company.

The ALLU Transformer crushes, screens and mixes with a single attachment.

In 2016 ALLU, the world leading manufacturer of material processing attachments –  including crushers, screens, and mixers – identified a problem. Although widely acclaimed as the leading material processing attachment manufacturer, the unique capabilities of the ALLU equipment could not be clearly explained to a global audience.

In order to create a single brand with a clear, focused message, ALLU engaged U.K.-based industrial marketing company, Armstrong, to transform the ALLU identity. Following an extensive period of analysis and research, Armstrong developed the ALLU ‘Transformer’ strategy and brand.

The new ALLU Transformer brand was launched to critical and customer acclaim at ConExpo/ConAgg in Las Vegas this year, and the new strategy is working. ALLU is experiencing real growth, and the Transformer brand is on its way as a complement to the ALLU Processor, ALLU Stabilisation, and ALLU Support brands.

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