Constellium

Alcan Engineered Products (Alcan EP) was divested from the Rio Tinto brand and bought by Apollo, a New York based Private Equity firm in 2010. Alcan EP had previously grown through acquisition and had been under multiple different owners and names (AluSuisse, Pechiney, and Alcan). The acquisition by Apollo required Alcan EP to establish themselves as a standalone brand in short order - the user license for the Alcan name was set to expire after three years.

Interbrand counseled Apollo and Alcan that immediate change was essential to build value. With a focus on inspiring and galvanizing their people, together, we embarked on an ambitious program to reposition, articulate, and launch a new brand.