Taubmans Paint aims to make painting less daunting with ad from Naked Communications

Taubmans Paint is aiming to reinvigorate the paint category with its new brand strategy ‘Let’s Go Paint’ which aims to alleviate customer’s feelings of nervousness and being overwhelmed when it comes to the painting process.

The paint brand is seeking to inspire people to ‘get started’ by making painting light-hearted, with the first campaign from recently appointed Naked Communications drawing on this aim.

Nadine Miller-Vachon, marketing director of Architectural Coatings ANZ told Mumbrella the brand had undergone extensive research as part of its rebranding almost 12 months ago.

“They key insight was consumers have this hidden sense of anxiety and they are daunted about the painting process, especially the DIY consumer. They are daunted by the act of painting, there seems to be this permanency, they have to get it right the first time,” she said.

“We need to reframe our brand and overall the attitudes consumers have towards painting, why are they so daunted? We wanted to reframe our brand to alleviate how consumers feel towards the overall category and as a result we came up with ‘Let’s Go Paint’ which is our new brand campaign.”

The first ad of the campaign depicts a “paint party” which aims to convey to consumers the act of painting can be fun and not something to be nervous about.

“It is is very different to the other TV commercials which are in the marketplace. It’s more inspirational, it shows people painting and painting in a more joyful manner than just focusing on product features and benefits. We want people to paint and enjoy the painting process and not be daunted by it,” said Miller-Vachon.

The campaign launches in Easter but Miller-Vachon says it is the first part of a long-term brand platform.

“We will carry it through for years to come,” she said.

Miller-Vachon admitted there is a significant media spend behind the campaign but declined to divulge the actual spend.

On working with Naked Communications, who were appointed in October last year following a pitch process, Miller-Vachon said: “It has been absolutely amazing, true collaboration between client size and agency.

“It has been a walk in the park walking with Naked, they hit the ground running. I caannot say more beautiful things about this agency, they truly immersed themselves in our brand.

“We don’t see them as an agency, too us they are an extension of the Taubman’s marketing team,” she added.

Miranda Ward


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.