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Crown launches new TV campaign through BDH and Universal McCann |
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Friday, 18 May 2007 |
Crown Paint, now owned by Akzo Nobel, has invested £5m in product development and this campaign marks a return - after an absence of three years - to TV advertising for Crown.
The two Manchester agencies are launching Crown’s innovative new "twist top" paint packs.
The 30 second TV commercial focuses on the frustrations consumers have getting the lid off conventional paint tins. The commercial shows a series of people struggling with all manner of implements - spoons, screwdrivers, and even forks - to open their paint. The mood is lifted with the introduction of the Crown Twist Top paint - a pack that is as easy to open as a jar of coffee.
The TV campaign broke on Wednesday 16 May and the national campaign will be seen on ITV, Channel 4 and Five as well as satellite channels.
Particular emphasis has been placed on Home Interest programming and is targeting the female consumer who is the key decision maker.
The creative concept for the campaign was jointly developed by Crown’s marketing team and BDH/TBWA. The media buying was planned and bought by Universal McCann. The TV commercial was directed by Ben Tonge.
"The value of the investment in this integrated campaign, which includes presence at major home shows, a series of dedicated consumer events and communications as well as in store activity, demonstrates how serious a player Crown is in the home interiors market while signalling to all our stakeholders that 2007 heralds a significant shift in the positioning of Crown.”
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