Table of Contents

ExecutiveSummaryResearch

Connection Strategy

Invest

Involve

Impress

Media Plan

Reactions & Expectations

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We’re the ones with the new ideas. The ones

Having a vision means seeking beyond the

No one has ever changed the world

by being the same as everybody

else...

We are Black Sheep Advertising.

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Swatches. Color wheels. Paint Chips. More swatches. Finishes.

Painting is a hassle. There’s no ignoring it. People procrastinate

they don’t want to face reality. Painting is a necessary evil…

When it’s the right type of project – a small one.

It’s time to change the perceptions of painting. To make it exciting. To

The projects that allow people to be brilliant.

Random Acts of Brilliance start at Walmart.

454Surveys

3Focus Groups

72Diary Entries

316One-‐on-‐oneinterviews

QuestionsInitial2

These aren’t segments. These are people. Limiting Glidden Brilliance ImpulsiveThey’re annoyed. Bored. Not invested.

They hate it.

The

Oh, segments.3

Who They AreThey don’t want to do a project. They feel like they have to.

They go to Lowe’s and Home Depot. Not Walmart.

the stores that cater to complicated projects.

32Percentage of respondents who choose not to paint

with their current décor

f“If I was pressed for time and didn’t really care about color selection quality, then I would get my paint at Walmart.” f

“When I think of buying paint, I think of Lowe’s

Melissa, 36Kristin, 24

51Percentage of respondents who paint to replace wallpaper or worn out paint

7Percentage of respondents considered their lack of skill to be a barrier to painting projects

72Percentage of respondents who go to home improvement stores for paint supplies

f“I’d most likely go to a Lowe’s or Home Depot to get the paint for my project because I feel like the stocking and shelving of the paint selection is better organized than at Walmart.”

Amy, 22

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The paint brands at Lowe’s, Home Depot, and

of “complicated.” Glidden Brilliance? Not so much.When people are shoved into painting projects, they spend months thinking

swatches.

Glidden Brilliance doesn’t have a chance when people have already considered

doing a painting project.

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Glidden Brilliance can’t compete in a high-involvement scenario.

It’s initiated by motivation. By inspiration. By spontaneity.

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The Key Insight

It’s time to mean something. To ditch the clichés.

To change perceptions of painting.

Make a big impact with a small project.

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Connection Strategy

needs to start strong. With smart

painting can be. Getting the attention

of these people before they have

Brilliance for any painting project.

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Invest Glidden Brilliance will place creative print

Why:

Now the only challenge is finding your charger.

Headlines: Visuals: Simple images bring small paint projects to

life.

Logo:

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Headline

be incorporated into Glidden

Brilliance’s billboard advertising.

the name of one of Glidden

The streetlight: Painting the

of Glidden Brilliance, while associating

or to visit family, these people are always on the go.

to think brilliantly, even on the road.

among all generations, Glidden

Brilliance will take over web pages

Why:

miles in the past week.

Why:

week.

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jThe Brilliance Blog

Good Things Come To Those Who Are Random

InvolveThe Brilliant Among Us

Brilliance page, they will be greeted with

a calendar of the month in which they

are visiting. This calendar will be made

catered to the color chip of that day. For

idea that each day gives way for a new,

Glidden will create a Brilliance Blog to

campaign, Glidden Brilliance will arrive at

their doors of the most deserving of people

demonstrate how one small act of brilliance

can have a big impact.

When: June 2014 -‐ August 2014

#IAmBrilliant, contestants can tweet at

Glidden Brilliance to tell their stories. Glidden

Brilliance will then select 10 of their favorite

and enter each winner into a drawing for a

GliddenBrilliance.com

t

Provided InspirationTo spark spontaneity, Glidden Brilliance

inspiration packages will be sent to

Brilliance and inspire them to do other small

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The Brilliance Blog

Good Things Come To Those Who Are Random

The Brilliant Among Us

Provided InspirationPin Down Brilliance People procrastinate home décor projects and ideas

Glidden Brilliance to sponsor their small project.

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Buzzfeed

Brilliance will sponsor these comical mistakes, calling

don’t have to be perfect to love painting.

Spotify Playlist Takeover

Homepage Takeover: June 2014

Walmart Spontaneity

From Old to Brilliant

being sold or even thrown away. The old

A Brilliant Lineup

baseball fans who have the Glidden Brilliance

with Glidden Brilliance that leaves a lasting

impression.

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“Why Wait?” Summer

The Color Run

Bringing Brilliance to Recycling

participants will be handed darts to pop

showing that painting can really be exciting.

When: May 2014

somewhere or do something they had only imagined

themselves doing.

When:

Glidden Brilliance wants

to add to it. At the end of

will sponsor a large white

wall where spectators and

participants can leave

handprint, or drawing. The

hashtag #BrilliantColors will

of their accomplishments

Many people do not know how to get rid of paint,

paint cans to Walmart to be disposed of properly.

Burst of Brilliance

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and blogs. Users will be able to click on projects as they

saved for when inspiration hits them, and Glidden Brilliance

will be the paint of choice to complete the project.

The Glidden Brilliance Bucket App

shoppers to the paint section.

“Comes in 282 Colors”

being philanthropic. Each month, a random paint chip

will be paired with a charity. For example, Candy Apple

Red will be associated with The Salvation Army. When

Charitable Inspirations

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soon as they walk into Walmart. They will direct these shoppers to

Paint and ProductsGlidden Brilliance will take advantage of the convenience of Walmart by

brilliance strikes, Glidden Brilliance paint swatches will be within reach.

Painted Carts

Quick ProjectsInspiration comes from

oriented items in Walmart,

are needed for a simple,

rewarding project.

”I mean, why not... If the project is only going to take an hour and it’ll make whatever it is look better, then I don’t see why not.” -Julia, 19

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jImpressWaiting in line is a hassle, and Glidden Brilliance

stations will be available in Walmarts across the

nation. With the QR code on the back of each

paint chip, the machine will open the can of

white paint and seamlessly mix in the perfect

Mix-It-Yourself

Glidden Brilliance wants to take advantage of

Brilliant Compliments

display. This will give them plenty of new inspirations while also allowing

them to share these ideas on their own Pinterest boards.

Virtual Pinterest Board

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PlacementsMedia

Expectations

gg”Random Acts of Brilliance makes me feel like painting doesn’t have to be a dreadful thing.”

Reactions and

g“Some of my most favorite times are the times when I decided to do something random and it turned out great.”

“This campaign

think of painting in a whole new way. It makes me excited.”

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Brian, 52 Jordan, 22 Sarah, 34

That’s A Wraplife.

Unplanned. Inspired. Brilliant.

Thank You

SourcesPage 4Mintel

LexisNexis

Page 5, 6Glidden.com

Walmart.com

HomeDepot.com

Lowes.com

Behr.com

BenjaminMoore.com

Acehardware.com

Page 9, 10 Mintel

ABCNews

Page 18MRI Mediamark

SRDSAccount DirectorsHannah Ryan

Monica Behrmann

Junior ChairsKevin Dwyer

Porsha Swim

TeamMargaret Anderson

Gina Cavato

Gina Cetrone

Sarah Diedrich

Tommy Doyle

Nathaniel Eaton

Mariel Ejankowski

Sari Feingold

Molly Forrest

Kelsey Gamble

Kristen Gray

Haley Hahn

Rohaina Hassan

Karen Hays

Erin Heiser

Erin Heraty

Brittney Karlow

Hasan Khalid

Mary Lee

Christa Lewis

Kelsey Maciejewski

Rae Markwell

Rachel Millard

Mitch Reeter

Megan Rivera

Nicole Selvitella

Angela Senkpeil

Nora Sintos

Braden Thompson

Kevin Thornton

Ann Treadwell

Emily Webb

Faculty AdvisorSteve Hall

Special ThanksPeter Sheldon

Diana Lee

Plans book color

palette inspired by

Glidden Brilliance colors

Watermelon Smoothie,

Bermuda Bay, Marigold

Petals, Morning Heather,

Tropical Coral and

Mint Green.

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