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.