2. Table of Contents
Executive
SummaryResearch
Connection Strategy
Invest
Involve
Impress
Media Plan
Reactions & Expectations
02
08
09
11
15
17
18
19
20
We’re the ones with the new ideas. The ones
Having a vision means seeking beyond the
No one has ever changed the world
by being the same as everybody
else...
We are Black Sheep Advertising.
1
Swatches. Color wheels. Paint Chips. More swatches. Finishes.
Painting is a hassle. There’s no ignoring it. People procrastinate
they don’t want to face reality. Painting is a necessary evil…
When it’s the right type of project – a small one.
It’s time to change the perceptions of painting. To make it exciting. To
The projects that allow people to be brilliant.
Random Acts of Brilliance start at Walmart.
4. These aren’t segments. These are people. Limiting Glidden Brilliance
Impulsive
They’re annoyed. Bored. Not invested.
They hate it.
The
Oh, segments.
3
5. Who They Are
They don’t want to do a project. They feel like they have to.
They go to Lowe’s and Home Depot. Not Walmart.
the stores that cater to complicated projects.
32Percentage of respondents
who choose not to paint
with their current décor
f
“If I was pressed for time and
didn’t really care about color
selection quality, then I would
get my paint at Walmart.”
f
“When I think of buying
paint, I think of Lowe’s
Melissa, 36
Kristin, 24
51Percentage of respondents
who paint to replace
wallpaper or worn out
paint
7Percentage of respondents
considered their lack of
skill to be a barrier to
painting projects
72Percentage of respondents
who go to home
improvement stores for
paint supplies
f
“I’d most likely go to a Lowe’s or Home
Depot to get the paint for my project
because I feel like the stocking and
shelving of the paint selection is better
organized than at Walmart.”
Amy, 22
4
6. The paint brands at
Lowe’s, Home Depot, and
of “complicated.”
Glidden Brilliance?
Not so much.
When people are shoved into painting projects, they spend months thinking
swatches.
Glidden Brilliance doesn’t have a chance when people have already considered
doing a painting project.
5
7. Glidden Brilliance can’t compete in a
high-involvement scenario.
It’s initiated by motivation. By inspiration. By spontaneity.
6
The Key Insight
8. It’s time to mean something. To ditch the clichés.
To change perceptions of painting.
Make a big impact with a small project.
7
9. Connection
Strategy
needs to start strong. With smart
painting can be. Getting the attention
of these people before they have
Brilliance for any painting project.
8
10. Invest Glidden Brilliance will place creative print
Why:
Now the only challenge
is finding your charger.
Headlines: Visuals: Simple images bring small paint projects to
life.
Logo:
9
11. Headline
be incorporated into Glidden
Brilliance’s billboard advertising.
the name of one of Glidden
The streetlight: Painting the
of Glidden Brilliance, while associating
or to visit family, these people are always on the go.
to think brilliantly, even on the road.
among all generations, Glidden
Brilliance will take over web pages
Why:
miles in the past week.
Why:
week.
10
12. j The Brilliance Blog
Good Things Come To
Those Who Are Random
Involve
The Brilliant Among Us
Brilliance page, they will be greeted with
a calendar of the month in which they
are visiting. This calendar will be made
catered to the color chip of that day. For
idea that each day gives way for a new,
Glidden will create a Brilliance Blog to
campaign, Glidden Brilliance will arrive at
their doors of the most deserving of people
demonstrate how one small act of brilliance
can have a big impact.
When: June 2014 -‐ August 2014
#IAmBrilliant, contestants can tweet at
Glidden Brilliance to tell their stories. Glidden
Brilliance will then select 10 of their favorite
and enter each winner into a drawing for a
GliddenBrilliance.com
t
Provided Inspiration
To spark spontaneity, Glidden Brilliance
inspiration packages will be sent to
Brilliance and inspire them to do other small
11
13. Pin Down Brilliance
People procrastinate home décor projects and ideas
Glidden Brilliance to sponsor their small project.
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Buzzfeed
Brilliance will sponsor these comical mistakes, calling
don’t have to be perfect to love painting.
Spotify Playlist Takeover
Homepage Takeover: June 2014
14. Walmart Spontaneity
From Old to Brilliant
being sold or even thrown away. The old
A Brilliant Lineup
baseball fans who have the Glidden Brilliance
with Glidden Brilliance that leaves a lasting
impression.
13
15. “Why Wait?” Summer
The Color Run
Bringing Brilliance to Recycling
participants will be handed darts to pop
showing that painting can really be exciting.
When: May 2014
somewhere or do something they had only imagined
themselves doing.
When:
Glidden Brilliance wants
to add to it. At the end of
will sponsor a large white
wall where spectators and
participants can leave
handprint, or drawing. The
hashtag #BrilliantColors will
of their accomplishments
Many people do not know how to get rid of paint,
paint cans to Walmart to be disposed of properly.
Burst of Brilliance
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16. and blogs. Users will be able to click on projects as they
saved for when inspiration hits them, and Glidden Brilliance
will be the paint of choice to complete the project.
The Glidden Brilliance Bucket App
shoppers to the paint section.
“Comes in 282 Colors”
being philanthropic. Each month, a random paint chip
will be paired with a charity. For example, Candy Apple
Red will be associated with The Salvation Army. When
Charitable Inspirations
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17. soon as they walk into Walmart. They will direct these shoppers to
Paint and Products
Glidden Brilliance will take advantage of the convenience of Walmart by
brilliance strikes, Glidden Brilliance paint swatches will be within reach.
Painted Carts
Quick Projects
Inspiration comes from
oriented items in Walmart,
are needed for a simple,
rewarding project.
”I mean, why not... If the project is only going to take an
hour and it’ll make whatever it is look better, then I don’t
see why not.” -Julia, 19
16
18. jImpress
Waiting in line is a hassle, and Glidden Brilliance
stations will be available in Walmarts across the
nation. With the QR code on the back of each
paint chip, the machine will open the can of
white paint and seamlessly mix in the perfect
Mix-It-Yourself
Glidden Brilliance wants to take advantage of
Brilliant Compliments
display. This will give them plenty of new inspirations while also allowing
them to share these ideas on their own Pinterest boards.
Virtual Pinterest Board
17
20. Expectations
gg”Random Acts of
Brilliance makes me
feel like painting
doesn’t have to be a
dreadful thing.”
Reactions and
g“Some of my most
favorite times are the
times when I decided
to do something
random and it
turned out great.”
“This campaign
think of painting in
a whole new way. It
makes me excited.”
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Brian, 52 Jordan, 22 Sarah, 34
21. That’s A Wrap
life.
Unplanned. Inspired. Brilliant.
Thank You
Sources
Page 4
Mintel
LexisNexis
Page 5, 6
Glidden.com
Walmart.com
HomeDepot.com
Lowes.com
Behr.com
BenjaminMoore.com
Acehardware.com
Page 9, 10
Mintel
ABCNews
Page 18
MRI Mediamark
SRDSAccount Directors
Hannah Ryan
Monica Behrmann
Junior Chairs
Kevin Dwyer
Porsha Swim
Team
Margaret Anderson
Gina Cavato
Gina Cetrone
Sarah Diedrich
Tommy Doyle
Nathaniel Eaton
Mariel Ejankowski
Sari Feingold
Molly Forrest
Kelsey Gamble
Kristen Gray
Haley Hahn
Rohaina Hassan
Karen Hays
Erin Heiser
Erin Heraty
Brittney Karlow
Hasan Khalid
Mary Lee
Christa Lewis
Kelsey Maciejewski
Rae Markwell
Rachel Millard
Mitch Reeter
Megan Rivera
Nicole Selvitella
Angela Senkpeil
Nora Sintos
Braden Thompson
Kevin Thornton
Ann Treadwell
Emily Webb
Faculty Advisor
Steve Hall
Special Thanks
Peter Sheldon
Diana Lee
Plans book color
palette inspired by
Glidden Brilliance colors
Watermelon Smoothie,
Bermuda Bay, Marigold
Petals, Morning Heather,
Tropical Coral and
Mint Green.
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