Rohm and Haas "Tunnel of Innovation" at ACS Leads to Advances for Architectural and Industrial Coatings

The American Coatings Show (ACS), held from June 3-6 in Charlotte, North Carolina, attracted almost 5,600 visitors from 25 countries with a promise to take attendees to "The Next Level” of coatings technology and performance. Visitors to the dramatic Rohm and Haas (NYSE:ROH) booth found themselves not just at the next level, but beyond, in a futuristic setting of innovation, communication and information that showcased the company’s technological advances, environmentally advanced products and commitment to helping customers grow their business through partnership with Rohm and Haas. What can we make possible for you? Visitors entering the booth through the striking "tunnel of innovation” viewed a dynamic motion graphics animation that highlighted many of the architectural and industrial applications of Rohm and Haas coatings technology. This set the stage for the overall theme of Rohm and Haas’s presence at ACS: What can we make possible for you? "Our booth was specifically designed to facilitate discussion and collaboration with customers and prospective customers,” says Clare Doyle, marketing director, Architectural Coatings, North America. "In a business as diverse and dynamic as the coatings industry, nothing is more valuable than a face-to-face exchange with customers who are looking for the latest innovations to make their business more successful. And today, a significant part of that success lies in their ability to maintain or improve the performance of their coatings while complying with increasingly stringent environmental regulations. That,” concludes Doyle, "is why they come to a show like ACS in general and to the Rohm and Haas booth in particular.” New, environmentally advanced products for architectural and industrials markets Feedback from attendees indicated that Rohm and Haas did not disappoint. Building on their long-held leadership position in acrylic technology and high-performance products for the coatings market, the company introduced several new environmentally advanced products in four major categories at ACS: Architectural/decorative: APEO-surfactant-free binders for low-VOC exterior paints, as well as 100 percent acrylic emulsions for low-VOC and VOC-compliant interior and exterior paints, enamels and stains. Industrial/construction: Highly versatile, high-performance environmentally advanced acrylic binders for use in industrial maintenance applications, including coatings for metal and masonry substrates. Coatings additives: Solvent-free rheology modifiers that provide good film build and excellent flow and leveling. Coatings biocides: Environmentally advanced microbicides, low-VOC algicide and VOC-free preservative have worldwide regulatory support. In addition to one-on-one discussions with Rohm and Haas technical experts about the new products, visitors to the booth were able to access detailed information about these and many other Rohm and Haas products for the coatings industry at kiosks linked to the new, coatings-specific micro-page: go.rohmhaas.com/coatings. "We take our theme – What can we make possible for you? – very seriously,” says Colin Gouveia, marketing director, Functional Polymers, North America. "The information, innovations and expertise we offer – whether it’s at a trade show or a customer’s manufacturing facility – is the foundation for creating solutions that make things possible for our customers. Through professional collaboration and knowledge-sharing, we can all move in new directions.” Sharing knowledge beyond the booth Sharing knowledge beyond the booth was, in fact, an important component of Rohm and Haas’s participation at ACS. Company experts shared their technical expertise at six of the presentations that took place during the show. Topics ranged from "Application of a Novel Waterborne Technology for Low VOC Industrial Maintenance Coatings Systems” to "Evaluating Mildew Resistance of Interior Paints.” To further disseminate information provided during such presentations, Rohm and Haas announced the "Meet the Rohm and Haas Experts” on a section of their website (http://www.rohmhaas.com) that offers easy access to these and many other presentations delivered at various venues throughout the year. "The research and development behind such presentations is a critical part of what makes Rohm and Haas a leader in high-performance, environmentally advanced products for both the architectural and industrial coatings markets,” says Luis Fernandez, vice president, business unit director, Paint & Coatings Materials. "Very few companies invest in customers as much as Rohm and Haas does to develop the innovative technologies and products that help their businesses prosper,” he continues. "And as we experienced at ACS, that creates an energy and excitement that extends to all of our business relationships.” About Rohm and Haas Company Leading the way since 1909, Rohm and Haas is a global pioneer in the creation and development of innovative technologies and solutions for the specialty materials industry. The company’s technologies are found in a wide range of industries including: Building and Construction, Electronics and Electronic Devices, Household Goods and Personal Care, Packaging and Paper, Transportation, Pharmaceutical and Medical, Water, Food and Food Related, and Industrial Process. Innovative Rohm and Haas technologies and solutions help to improve life every day, around the world. Based in Philadelphia, PA, the company generated annual sales of approximately $8.9 billion in 2007. Visit www.rohmhaas.com for more information. imagine the possibilities™