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Ace Hardware and Valspar Paint Unveil New Paint Department With "Helpful Is Beautiful" Campaign

May 5, 2014

Ace Hardware and Valspar Paint unveiled "Helpful is Beautiful," a new advertising campaign. Using familiar concepts from the beauty industry, the integrated campaign was created to introduce consumers to the new Paint Studio at Ace.

Launching nationally in over 3,200 locally owned Ace Hardware stores this month, The Paint Studio was designed around the insight that consumers seek a more style-inspired and personal paint shopping experience rather than a traditional trip to the hardware store. The Paint Studio offers consumers a boutique-style experience with exclusive paint collections from Clark+Kensington, Valspar Optimus and Valspar Aspire displayed in unique drawers and on eye-catching racks with bright lighting and tools to make the color selection process simple. Paired with the helpful service and knowledgeable advice customers can expect from Ace associates, The Paint Studio provides a world-class paint experience right in consumers' neighborhood hardware stores.

The "Helpful is Beautiful" campaign, which was jointly developed by Ace and Valspar with FCB Chicago, is the largest ad campaign in Ace's history.  It includes television, radio, print, social, digital and point-of-sale components reminiscent of beauty advertisements. The TV spots begin like extravagant cosmetics commercials, with close-ups of high-fashion models and dramatic voiceovers. Suddenly, the curtain drops to reveal The Paint Studio at Ace -- a beautiful boutique-style environment with helpful service, exciting selections, and vibrant colors. The spots, along with the campaign's other elements, play off of language commonly used in cosmetics commercials and highlight the natural connection of beauty and fashion to the home décor space.

The Paint Studio offers shoppers the opportunity to customize their experience by using an innovative new colorant system that allows paint to be custom tinted to the broadest range of colors available. Similar to the beauty shopping experience, consumers also have the option to sample Clark+Kensington and Valspar colors before they commit through mixable color samples available for $4.99 plus tax at participating Ace stores.

To celebrate the launch of the "Helpful is Beautiful" campaign and The Paint Studio, participating Ace Hardware stores will be offering a series of exciting offers to invite consumers into their stores to experience their neighborhood Paint Studio Grand Opening throughout the month of May. In addition, on May 1 Ace is launching a brand new paint-focused website, Created by GSD&M, the site is designed to provide consumers with an online hub to find inspiration, explore color and obtain helpful painting tips and how-to advice.