Case study · Manufacturing, Retail & Consumer Goods

Launching a new paint formulation to DIYers and contractors worldwide

How Trellist used global audience interviews to position a licensed paint brand's new formulation, then built the brand, packaging, and a modular campaign that retailers could run in store and online.

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Client: Global chemical company
Industry: Manufacturing Retail & Consumer Goods
Services: Revenue & Marketing Operations Campaign Operations Customer Intelligence & Data

The challenge

Our client was bringing a new paint formulation to market under a licensed brand. It needed the attention of paint buyers around the world, and those buyers differed widely by region and by how they paint.

Two groups mattered most: do-it-yourselfers and professional contractors. Each weighs a purchase differently, and the launch had to make an impact on both across digital and in-store shelves.

What we did

Trellist started with the buyers themselves, then carried what we learned into every piece of the launch.

Global audience interviews. We interviewed buyers around the world to understand what really drives their paint purchasing decisions.
Positioning for a stratified market. The research shaped a competitive position and value proposition that works for DIYers and contractors alike across regions.
Brand, packaging, and materials. Trellist executed the brand, packaging, and communication materials for both digital and in-store distribution.
A modular campaign for retailers. We rolled out a campaign built from interchangeable pieces so each store could put it to work in the way that fit its shoppers.

The impact, measured

The new formulation launched with one clear value proposition, packaging and materials ready for every channel, and a campaign stores could adapt for their own markets.