Crown Paints Launches Brand Campaign This Week

Crown Paints has this week unveiled a new brand campaign which will encourage customers to paint their world better, braver, and more ‘beautifuller’.

The campaign, named Life Stories, sees Crown Paints take on a fresh direction by documenting a number of personal journeys which portray the positive impact that our home environments have on our day to day lives.

The recently launched ‘Walls & Ceilings’ range features heavily in the campaign, boasting 80 stunning colours.

The campaign represents Crown’s first major brand investment for years, with the paint manufacturer making a multi-million pound investment in the multi-channel brand and communications initiative.

The adverts

Incorporating Crown’s own purpose-driven measures, the campaign will launch with a three-part series of television adverts which highlight key scenarios facing consumers today, each at a different stage of life.

Highly distinctive and disruptive for the paint industry, the adverts centre on the transformational power of colour, focusing on the potential paint brings to change a room, a mood, and even a life, rather than simply focusing on the aesthetic of redecorating a room.

Targeted at 25 to 40-year-olds, the first adverts tell the story of expectant parents Hannah and Dave, who are preparing for the arrival of their first-born child, and the joy and uncertainty that ‘nesting’ phase brings.

The second features Luke, who shows he can live as an independent man after flying the nest and renovating a home of his own.

In the third life story Jen, who is looking for love, spruces up her home so that she can impress a new prospective partner.

Simple, quirky, and human, the adverts are delivered in a fresh and engaging way using a combination of bespoke lyrics, spoken work, and an addictive musical hook.

Each advert features a rich and diverse cast of actors singing a jingle while the room is being decorated. Running from 8^th August to 12^th September, each advert showcases new and vibrant colours from the Walls & Ceilings range.

The brand campaign forms part of Crown Paints’ wider strategy to make a positive difference in the world, beyond the paint it puts on our walls.

Katie McLean, Marketing Director for Crown UK and Ireland, says: “Life is never straightforward. As we’ve seen in the last few years alone there’s a surprise around every corner.

“At Crown it’s always been about more than paint and with this campaign we wanted to put a positive and light-hearted spin on rising to life’s challenges, showing that everyone can paint their own possible when they put their mind to it.

“Colour plays such a key role in creating meaningful and personal environments, injecting our spaces with a real sense of value, positivity, and purpose.

“Our ambition for our new campaign is not just to inspire, but also to really empathise with and show support for our customers – and hopefully raise a smile, or at least an eyebrow, at the same time!”

The campaign will sit across TV, digital, social media, as well as being incorporated into new product packaging.

Crown’s new Walls & Ceilings range is available to buy at Homebase, Wickes, The Range, Crown Decorating Centres and other leading independent retailers.

Crown Trade,
PO Box 37,
Hollins Road,
Darwen,
BB3 0BG,
United Kingdom,

Phone 0330 0240310
Fax 01254 774414

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