Having delivered large-scale shopper campaigns for Sherwin Williams for over 20 years, we were tasked with executing a distinctive and disruptive brand refresh for their Valspar brand.
The challenge
Valspar is the exclusive paint mixing brand in B&Q. Offering 2.2 million colours it’s an inspirational and personalised proposition for anyone looking to freshen up their home. However, many shoppers still default to the limited offerings in the ready mixed aisle, so Valspar’s new 360 brand campaign looked to reintroduce Valspar’s paint mixing credentials to the British public.
Having delivered large-scale shopper campaigns for Sherwin Williams for over 20 years, we were tasked with executing a distinctive and disruptive brand refresh for their Valspar brand across over 300 stores in early 2024.
Our approach
The Valspar chip rack is the focal point for the brand in store, providing both inspiration and education at the point of purchase. Ensuring shoppers not only see the fixture but also stop to engage with it is crucial in interrupting their autopilot paint shopping habits.
Combining the brand campaign messaging with a striking colour palette provided a clear and impactful signpost. With consideration to messaging hierarchy and processing fluency we structured the POS elements to ensure we encouraged shoppers to ‘Shake It Up’ and get their paint mixed to whatever colour they choose.
With such an important brand relaunch we also needed to bring the colleagues in B&Q’s head office on the journey, so we implemented a three day atrium event that promoted the new campaign with oversized paint chip stands, free merch and milkshakes.
