Elmer's…Paintastics
Problem:
How to take a high end graphic artist quality product from Germany and position it for kids.
Solution:
Identified an opportunity to give children a new way to express themselves with paint using the Elmers heritage as endorsement for quality.
Communicated directly to parental insight that painting is a fun way for children to create, but it’s too messy and time consuming and needs supervision.
Answered the plea from moms, “Let me say yes to painting.”
CenterBrain Positioning Breakthrough:
The fantastic no-mess way to create with paint! Say “yes” to painting!
CenterBrand® Breakthrough:
Paintastics™ (identified in less than two weeks once positioning was clear.)
Results:
· Tested in 2005. Launched in 2006.
· Product expands into mass-merchandise stores in 2006 and is sold on QVC.
· Leads paint business (all incremental) to $40 million in annual sales.