Glidden is rebranding its paint department strategy to target renters, families, and Walmart home shoppers. The new strategy will include a paint kiosk in stores, online banners, and Hulu commercials. Pre- and post-testing will evaluate if the new strategy is effective at achieving the goal of "bringing homes to life" by inspiring consumers with paint options.

2. Intro video here

3. Glidden
as a brand

4. Competition

5. What do our consumers
think about Glidden?

6. Brand Perception
“If Glidden were a person,
who would it be?”

7. Respondent video here

8. “Glidden is about the same as
Sherwin-Williams.”

9. “Walmart has a
Paint Department?”

10. No interest.
No reason.

11. Who are the
consumers?

12. Renters
Family-
Focused
Walmart Home
Shoppers

13. Renters
Family-
Focused
Walmart Home
Shoppers
COMFORT

14. Creative Strategy
Glidden:
Bringing Homes to Life.

15. Current Paint Department

16. New Paint Department

17. Paint Kiosk

18. David
Pigment Pro.

20. Online Banners

21. Hulu commercial here

23. Media Plan

24. Schedule
F G H I J K L
) *+ ) *+
, ,
/4 /4
*MN*1613M3N01.17'
; 1.800-
O&B(.0-' P3/0A%"63! ' 8%"P3M3+00#6' 3?8(3Q 0-8(
) "&&' -(3M3) 60#(3
! ' 8%"3/A2' 816'
R S FT FF FG FH FI FJ FK FL FR FS GT GF
) *+ ) *+ ) *+
, , ,
/4 /4 /4
*MN *MN *MN *MN *MN *MN
) M) ) M) ) M) ) M) ) M) ) M)
*MN
; 1.800-
O&B(.0-' P3/0A%"63! ' 8%"P3M3+00#6' 3?8(3Q 0-8(
) "&&' -(3M3) 60#(3
! ' 8%"3/A2' 816'

25. Budget

26. Promotions

28. Will it work?

29. Pre-testing

30. Post-Testing

31. Bringing Homes to Life.