Iconic Creative for an Iconic Brand
Crown Trade Colour Mixing
With a heritage spanning as far back as 1777, it’s fair to say that Crown have been making paint for longer than most. It goes without saying that their authority on colour is second to none, something they are always willing to invest in.
Colour mixing was nothing new in the paint industry and paints were commonly mixed to predetermined colour ‘recipe’ cards. But, as ever, Crown wanted to take this concept a step further and invested in Spectrometers in their Crown Decorating Centres which enabled them to match any colour, regardless of the original reference.
In reality, this meant that customers could take in their favourite personal item, whether it be a piece of clothing, a soft toy, a lipstick or a pet and have the precise colour made up into one of Crown’s premium quality paint formulations. A groundbreaking concept, Crown wanted to make some noise about their exciting new colour offer.
Our brief was to explore the value of this truly unique and personalised service to the customer whilst underlining Crown’s rich colour and design heritage. We already had an idea as to how we could knit these elements together to position Crown as the iconic British brand it is known to be, encompass the colour offering and Crown’s essence ‘It’s not just paint, it’s personal’…
After presenting a range of concepts, we had a clear winner. ‘You love it, we’ll match it’.. Coupled with a selection of much-loved, quintessentially British icons, such as wellington boots, a mini and a scooter, we pulled together a striking creative that had both impact and legs. Promoted heavily in store across window vinyls, posters and POS, the campaign was also integrated throughout other channels such as direct mail, advertising and digital media.
The concept, that is still as relevant and as impactful as it was the day it launched, has now run successfully for over 5 years, lending itself to updated imagery and colour changes as fashion dictates and new roll-outs where required. In fact, the campaign inspired one lady to take her live chestnut brown horse into branch for colour matching!