Wattyl use father and son relationship to attract younger generation of consumers

Paint brand Wattyl is focusing on a new generation of consumers in a new campaign from AJF Partnership encouraging younger DIY-ers to consider the brand in their projects.

Drawing on a father and son relationship, the TV spots aim to use the “wisdom of the father to ‘pass the baton’ down to a new generation of perhaps ‘less practical’ homeowner’.

Valspar, the parent-company of Wattyl, ANZ general manager of marketing Philippa Durant said: “We know that young men taking on a DIY job need advice and a main source, whether asked for or not, is their dad. Wattyl, whilst currently not top of mind for the younger generation, is most likely the paint their dad used.

“This insight gives the brand instant credibility with a new audience who are at the beginning of their home improvement journey.”

AJF Partnership creative group head Simon Edwards said: “A father and son relationship is a potent, humorous and universally relatable device to showcase Wattyl’s incredible story. They’ve been around for 100 years so there’s huge latent affection for many of the sub brands in their extensive range. These spots, beautifully brought to life by Perry Westwood at Exit Films, are the beginning of a long running relationship between younger men and the brand their dad would recommend.”

The campaign is the first work from AJF since they absorbed the account from FCB when it closed its doors in Australia in July.


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