Glidden launched a campaign called "Glidden Gets You Going" to introduce its newly reformulated paint and encourage consumers to request Glidden paint at stores. The campaign used TV, print, online, and pop-up events to position Glidden as making painting easy. Tactics included TV spots showing painting is simple, magazine ads with paint chips, and pop-up paint centers in NYC parks. The campaign was successful, with a national paint giveaway reaching goals in just 3 days and driving social media discussion. Glidden saw its highest single sales week in 9 years following the launch.

1. Pioneering Awards: Glidden Gets You Going August 2009

4. Disrupt (change existing perceptions) and

5. Activate (send them to stores asking for Glidden)

6. Launched with National Paint Giveaway to generate buzz and encourage trial/advocacy

7. Broadcast through TV, press, online, social

8. Use media to make painting easy with Glidden

9. National TV with “You don’t have to be a painter to paint” spots

10. TV vignettes showcasing tools and color centers

11. Magazine “chipvertising” to put chips in hands

12. Pop-up paint centers moving through NYC parks and public areas (Times Square, Battery park, Union Square, Madison Square Park, Grand Central, etc)

13. Online creative showcasing product/brand benefits

17. tactics Chipvertising in magazines We inserted themed paint chips in magazines Tear them out to see how a color looks on the wall and bring directly to The Home Depot

18. tactics Front of insert = editorial color advice Cover pouch Glidden cover insert in September House Beautiful Back of insert = Glidden Top 10 Harvest Colors

19. Pop-up paint centers and street teams demonstrating the new Gliddentools and color center moved throughout NYC all summer tactics NYC Mojito paint kiosks Consumers could take colored paint chips of their choice directly to The Home Depot

20. tactics digital Aligning Glidden launch with the re-launch of DIYNetwork.com

21. tactics digital Content Sponsorship w/ Product Integration

23. Sparked significant social chatter around a once-dormant brand

24. 72 hours following launch, Glidden Paint Giveaway reached # 4 hottest search on Google and # 5 search on TwitterConversations spiked at 1,148 during the Giveaway Total Conversations 2,963 June 8th-July 8th

25. results All over the twitter-sphere

26. results NYT advertising column features House Beautiful cover unit execution Press coverage

28. Sales of Glidden at The Home Depot are way ahead of last year, both nationally and in all of our top 10 sales markets *Based on 4 week period following campaign launch compared to same period in 2008