Challenge: Glidden trails other consumer paint brands like Behr and Valspar, both of whom have comprehensive ad campaigns. They’re a stalwart paint brand but don’t communicate what they can offer the consumer. I was tasked with determining what Glidden’s place in the paint market could be, as well as fleshing out their target market and what a campaign might look like.
Research: I first wanted to understand what goes through people’s heads when they take on a new paint project. It’s a fun, exciting time, but can also be overwhelming with the amount of work that goes into determining brand, colors, and how long a project can actually take. Throught a brief survey I designed and distributed, and one-on-one interviews, it became clear that painting signals a new beginning or a life change. I also visited a typical suburban Home Depot store to see what Glidden looks like at the purchase point. As I learned, most (65%) of respondents found out about paint brands through in-store displays.
What I learned: Starting out on a project is exciting and inspiring - this is your space, finally, and you get to do whatever you want with it. The middle of a project is frustrating and overwhelming. The feeling of accomplishment after stepping back and looking at your finished result, as well as showing it to your friends, makes all of the stress worth it.
Insight: Painting something is the easiest way of taking ownership of it. It's saying "This is what I've done and I'm proud of it."
What a campaign could look like: Glidden should own the feeling of accomplishment, whether it's through encouraging users to submit their projects on Instagram and Twitter or running a traditional campaign on television. They should also commit to a larger physical presence in-store, perhaps the most interactive place a consumer learns about paint.