Home Furnishings & Appliances
Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator's supplies, paint, and wallpaper.
To buy Sherwin-Williams paint, you must go to their stores it is not in the supercenters. Though contractors have been doing so for years, the Do-It-Yourselfers were less inclined. With just a 4% share of voice among home improvement retailers, Sherwin-Williams celebration of the painting potential represented by the color chip resonated with the DIY crowd. DIY sales and total sales increased: 9.6% and 8.2%, respectively. Sherwin-Williams has made $20 in extra sales for every dollar in extra media spend since the campaign began.
"Do A 180"
Formica North America had a breakthrough new laminate countertop requiring a breakthrough launch in a historically challenging remodel market. The "Do a 180" campaign introduced a solution-seeking target to Formica 180FX, the most realistic looking granite laminate on the market. A modest campaign budget was maximized with engaging off and online messaging that shifted peoples belief that exotic look of granite countertops were out of reach. Formica's 10 month sales goal was doubled in only five months and the luster of an iconic brand was restored.
Client: Formica Corporation
Agency: BBDO Minneapolis
Glidden Gets You Going
Declining sales and years of brand and media neglect meant Glidden Paint was about to lose a prime retail distributor. The mission: turn things around without hurting its largest competitor - house favorite, Behr. The plan: inspire would-be painters by proving that painting is not as daunting a chore as it seems. An overhauled in-store experience, a free paint giveaway, and unique placement of TV, innovative magazine inserts, outdoor kiosks and banners all contributed to Glidden's sales jumping up 34 points versus prior year. The dawn of a new era in painting.
Client: Akzo Nobel
Agency: DDB New York