• The paint company Valspar has designed a unique advertising campaign that appeals to the imagination and emotions of consumers.
• While most paint advertisements feature flannel-clad men and women rolling a brush across a blank wall, Valspar decided it’s best not to remind people that painting your wall is actually a chore.
• Valspar commercials features exotic locations, a soothing voiceover, and impressive colors that pop onscreen. There is also a 16 x 30 foot wall that stands abstractly in meadows, on beaches, or near mountains.

Facts & Figures

• Valspar spent $35.2 million in advertising in 2009. Sherwin-Williams (one of few household paint names) spent $52 million.
• The revenue for exterior paint fell 12% from 2007 to 2009. Interior paint sales slipped just 3%.

Best Quote
“Consumers talk about what they feel when they finish the project, and that’s a sense of pride and accomplishment. They say, ‘I feel like an artist,’ and ‘I feel a sense of freedom and joy.’ They ladder up to a lot of high-level emotional benefits, and that’s what we’re trying to tap into through this campaign.”  - Susanne Champ, Director of Marketing At Valspar