//
you're reading...
Advertising, brand, Media

Ace Debuts First-Ever Paint Campaign


by Tanya Irwin

Ace Hardware is hoping to increase consumer awareness of its paint department.

“Find Your Soul Paint” is the Oak Brook, Ill.-based retailer’s first-ever fully integrated campaign dedicated entirely to paint.

In researching for the campaign, Ace discovered that most consumers want and need “validation and guidance” in the color selection process. Consumers have come to believe that “do it yourself” means “do it alone.” Ace recognizes that the color selection journey is a very personal process — an expression of its customers’ own unique style.

The “Find Your Soul Paint” campaign features colors from Ace’s new paint brand — Clark+Kensington — a premium line of paint and primer in one, offered in both interior and exterior formulas, available exclusively at Ace. The paint line features 120 new colors.

The campaign “personifies Ace’s helpful nature by demonstrating our ability to listen to the needs of our customers and by helping them to navigate the color selection journey,” said John Surane, senior vice president, merchandising, marketing, advertising and paint for Ace Hardware Corp., in a release.

Included in the campaign are national TV and print, targeted online, radio spots and online videos.

In the TV spot, viewers meet a woman who comes to Ace with a color in mind. As she tries to explain the color she wants, she has difficulty articulating her vision for the color. With an intuitive Ace associate guiding her along the way, she wades through the choices to arrive at “the one” color of her dreams — her soul paint.

The online videos include 30 humorous, mocumentary-style videos that highlight the personas of 10 different paint colors from the Clark+Kensington color palette through candid interviews, brief introductions and dating scenes. All of the videos are featured on Ace’s Facebook site. The personas also will be seen on in-store signage, print advertisements, and emails to members of the Ace Rewards customer loyalty program.

via MediaPost Publications Ace Debuts First-Ever Paint Campaign 03/05/2012.

Advertisements

About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.

Discussion

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: