A three year marketing campaign for Pilkington Activ has seen the worlds first self-cleaning glass advertised on national television. Demand has built up but marketing activity will continue, says Andy McDowell of Pilkington. Not long before Pilkington Activ was launched, glass was pretty much regarded - and therefore treated as - a commodity. Of course there were many added value performance derivatives: Pilkington K Glass had been launched with a powerful marketing & advertising support, which had in time gained the favour of double glazing companies as a sales tool. Since 2002 of course, 'K' has come into its own as legislation has cemented the need for such a product by incorporating the performance assured by low E glass into the Building Regulations.
