Wattyl’s new brand platform shows it tested under extreme and comical conditions
Paint brand Wattyl has launched a new brand platform, ‘Don’t worry, it’s Wattyl’, placing the brand’s heritage of producing paint that survives the most extreme conditions in the spotlight.
The new positioning has launched with a campaign that takes the viewer into the ‘Wattyl Test Lab’ where the paint is comically tested by scientists with bolognese sauce, extreme heat, condensation and even a flame thrower.
The campaign is the first from independent agency Edge, after it won the account last year.
David Stretch, Edge managing director, explained the motivation behind the new brand positioning.
“We wanted to build on Wattyl’s heritage of protection and present it in a highly memorable and relevant way – presenting Wattyl as the brand that people can absolutely trust and have confidence in. And what better way to present confidence, than to simply say, ‘Don’t Worry, it’s Wattyl’,” Stretch said.
Wattyl head of marketing, Lee McClymont, said: “We looked to Edge to help us lay down a new brand platform across the entire business that stretches from brand to product communications, and deliver it with a campaign that fuses advertising and content.”
Edge executive creative director, Matt Batten, commented on the process of shooting the TVC.
“To add to the chaos of the story, draw the viewer in and really break away from the same old boring paint ads of Wattyl’s competitors, Edge worked with directors Michael Mier and Lav Bodnaruk to capture almost the entire scene in a single shot – a painstaking process of take after take with choreographed timing for actor queues and in-camera effects,” Batten said.
A competition will also be running, calling for people to spot ‘Easter eggs’ hidden in the launch TVC.
The campaign will include 45, 30 and three 15-second TVCs which will break down the specific features and benefits of the paint. The campaign will also be executed across OOH, points of sale and social media.
Credits
Agency: Edge
Executive Creative Director: Matt Batten
Executive Planning Director: Richard Parker
Copywriter: Peter Mountford
Art Director: Sal Cavallaro
Managing Director: David Stretch
Account Manager: Grace Sheridan
Production Company: Taxi Film Production
Creative Partners: Michael Mier & Lav Bodnaruk
Producer: Chris Klockner
Client: Valspar
Head of Marketing: Lee McClymont
Brand Marketing Manager ANZ Sherwin-Williams: Christina Storer
Senior Brand Communications Manager: Sarah Stephenson
