Ace Hardware has unveiled Find Your Soul Paint—the retailer’s first-ever fully integrated campaign dedicated entirely to paint. The campaign is designed to be a catalyst in relaunching the retailer’s entire paint department.
Through extensive consumer research, Ace said it discovered that most consumers want and need validation and guidance in the color selection process and also uncovered that many have come to believe that “do it yourself” means “do it alone.”
The Find Your Soul Paint campaign focuses on Ace’s new paint brand—Clark+Kensington—a premium line of paint+primer in one, offered in both interior and exterior formulas, available exclusively at Ace. The paint line features 120 new colors in its exclusive color palette.
The Find Your Soul Paint campaign includes a series of strategic, integrated marketing initiatives. The campaign consists of national television and print advertising, targeted online and radio spots, as well as a lineup of online videos. In the national television spot, viewers meet a woman who comes to Ace with a color in mind. As she tries to explain the color she wants, she has difficulty articulating her vision for the color. With a helpful, intuitive Ace associate guiding her along the way, she wades through the choices to arrive at "the one" color of her dreams, her "soul paint."
The online videos include 30 humorous, mocumentary-style videos that highlight the personas of 10 different paint colors from the Clark+Kensington color palette through candid interviews, brief introductions and dating scenes. All of the videos are featured on Ace’s Facebook site and in media and online video media. The personas also will be seen on in-store signage, print advertisements, and e-mails to members of the Ace Rewards customer loyalty program.