To shift DIY’ers from the dominant and emotionally rich Dulux brand to the PPG portfolio. A challenge compounded by the industrial feel of hardware stores, where consumers are seeking lots of advice about painting their homes - their sanctuary.

We built a master plan, defining a more purposeful PPG portfolio. Leveraging the brand name Easy Coat, which addresses the insight tension that painting is hard. Positioning it as a mid-tier brand.

We crafted the hierarchy and simplified the reason to believe language to provide comfort and ease. For homes where life is real and painting needs to be easy.

4% growth in the 12 months after the COVID home renovation boom.