Our brief from Taubmans’ owner PPG was to define the strategy that would inject emotion into their brands. As a category, paint has always felt so intimidating and industrial and it was time to disrupt, create change and humanise the process of choosing paint. Paint has a history of innovation, but at the brand level the battles for share of mind and market are based in functionality and any quality gains have maxed out at lifetime guarantees.
Before COVID-19, Australians were committing to painting projects every 7 years or so. And new DIY painters were making on average up to 7 trips to the paint store and the colour wall before purchasing paint or outsourcing their project to a professional. We all know how 40 shades of white paint can all look pretty much the same! It’s a confusing and complex experience. It needed a strategy that started with changing the conversation in store to ease the stress, and to include a revised brand and portfolio strategy which is then followed with design.