How we helped Glidden’s ‘no bull’ personality cause a stir in the paint market.
Glidden Paint
- 55%campaign growth with 126 GRPs per week
- +2Mdigital impressions
- 59%boost in site traffic
Background
Glidden® is PPG's star player in the consumer paint segment. With quality that rivals the big names and availability at most major retailers, it's a brand that deserves way more attention.
Services
- Creative Concept Development
- Campaign Video Execution
- Paid Media Strategy
Challenge
Glidden was flying under the radar. While its competitors were flexing their big marketing dollars, Glidden's awareness and consideration needed a serious boost to compete in the paint aisle.
Human Insight
"It’s so much work to paint the house, but bribing friends with pizza and beer will make it way easier."
The official paint of do-it-yourself.
We dug into the data and found our human insight: our target audiences (Millennials and Gen Z) were still bribing friends with pizza and beer to help with their DIY paint jobs. To connect with this group, we knew Glidden’s one-coat formulas were perfect. We positioned Glidden as the "official paint of do-it-yourself" with a fun, energetic TV spot—complete with a catchy jingle and a no-nonsense attitude reflecting Glidden's no-bull personality. The ad showed our audience how easy one-coat painting can be, inspiring them to ditch the pizza bribes and tackle the job solo. Oh, and did we mention we rapped it?
Results that achieved a fresh coat of success
The 9-week TV spot aired during prime events like the NHL playoffs, the Billboard Music Awards, and late-night shows, with placements across HGTV, Bravo and more. Results showed a steady increase, marking significant growth over the campaign period.