TAUBMANS
DEMYSTIFYING FOR DIY’ERS
CLIENT
PPG Industries
SCOPE
Strategy • Design • Realisation
THE CHALLENGE
We were tasked with shifting 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.
THE SOLVE
We built a master plan, defining a more purposeful PPG portfolio.
Leveraging the brand name Easy Coat, which addresses an insight 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.
SOURCE: Head of Marketing, PPG Architectural ANZ. August 2023.