Max-Flex Spray Paint
Introducing a whole new way to spray
Client: PPG/Glidden Paints
Scope: 360 Brand Launch Campaign
SITUATION
Glidden Paints, an established consumer broadwall paint brand owned by PPG, wanted to grow category sales by entering the D.I.Y. spray paint segment. To disrupt a stale market, which hadn’t seen much product innovation in decades, Glidden developed a revolutionary new type of spray paint that dries faster, covers better, is easier to use, and most uniquely, can be applied to fabrics, including leather, without altering a material’s original look or feel.
TASK
To introduce to consumers a revolutionary new type of flexible spray paint at a premium price point in 500 The Home Depot stores as a test; challenging long-established competitor brands in the retail D.I.Y. space, while educating low-awareness users to a new spray paint option.
ACTION
Built a new sub brand, with a premium look and feel, from the bottom up. Starting with a name, logo, position line and packaging that built awareness and informed the new product’s benefits while differentiating from the competition. Continued to activate the brand by providing user education through an entertaining and informative library of brand videos, how-to videos, brochures, social content, in-store and online support materials, as well as in-store sales associate education, support and training.
RESULTS
To introduce to consumers a revolutionary new type of flexible spray paint at a premium price point in 500 The Home Depot stores as a test; challenging long-established competitor brands in the retail D.I.Y. space, while educating low-awareness users to a new spray paint option.
