Ace Hardware Launches National Private Brand Paint Campaign

Here is the first of my promised posts on Home Improvement. Interestingly enough it focuses on Oak Brook, Illinois based home improvement co-op Ace Hardware this week is introducing an ad campaign for their new Private Brand premium paints.
The brand, Clark+Kensington was introduced into stores this September and follows the now familiar path of combining paint and primer to provide one-coat coverage.
According to an article in the New York Times: John Surane, Ace Hardware’s senior vice president of merchandising, marketing, advertising and paint, said the cooperative wanted to reintroduce its paint department and increase awareness and consideration before the spring and summer painting seasons.
According to Mr. Surane, Ace Hardware’s paint sales represent less than 5% of all paint sales in the United States; he said the cooperative wanted to double its market share by 2015. In addition to the Clark+Kensington, Ace Hardware stores also sell another Private Brand, Royal.
The new campaign — created by the Omnicom Group agency GSD&M is a playful variation on Ace Hardware’s longstanding tagline “the helpful hardware store.”
A print ad shows a woman clutching a man, painted and dressed in burnt orange, on a motorcycle. The copy says: “She found her soul paint, Crouching Tiger 4022 … You’ll find a harmonious color palette … not to mention help from people who really know their stuff. All so you can finally find that perfect color you can live with for a long time.” The television and online advertising began Wednesday.
Online ads will run through August, while the TV spot will run through the fall. Print ads will run in March through May issues of magazines like Better Homes and Gardens and InStyle.
All ads refer viewers to Ace Hardware’s Facebook page for more than 30 humorous videos of interviews with people who personify the new Clark+Kensington colors.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.