Creativity into clarity

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    4534 Point 3 Web Credentials Taubmans Easy Coat FA
    Client PPG
    Scope Strategy, Design, Realisation
    THE challenge

    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.

    THE solve

    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.

    THE results

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