Valspar Paint has encouraged a change in attitude towards paint and colour, and to ‘Colour outside the lines’, as North America’s number two paint brand launches in the UK.
With help from FCB Inferno, the brand is positioning itself as a challenger in the market with a vibrant campaign spanning TV, website, online banners and social media.
“We’ve always felt very passionate about colour and how it can affect people’s lives, because colour is inspiring, whether you're a fan of the brightest orange or the coolest shade of grey,” explained Valspar UK marketing director, Jane Ryder. “We wanted our campaign to empower our customers to feel as brave as they like about their paint colour choice, and for me ‘Colour Outside the Lines’ does just that.”
The TV creative shows ‘colour ambassadors’ expressing themselves through their colour choices and features Deadly Knitshade, the graffiti knitter, the flamboyant Sue Kreitzman and the owner of neon light shop God’s Own Junkyard.
Online five colour ambassadors featured in a series of films, where their story is told in greater detail.
Gary Robinson, FCB Inferno executive creative director, commented: “I love the ambition of Valspar, to become the number one paint brand in the UK, they certainly have good enough product and distribution and now with Colour Outside The Lines they have a communications idea to help them achieve just that.”
The film, which was shot in five locations across the UK, was produced by Bare and features a soundtrack by Penguin Café Orchestra. Forty and 30-second cut downs of the TV ad will run from today (Friday 13 February) with Havas Media handling the media plan.