The Glidden brand is debunking this myth with a national advertising campaign that defies the conventional wisdom that higher prices mean better quality when it comes to painting.
The star of the campaign is a beautifully painted wall. At first glance, the paint on the wall looks like it must have been expensive in order to provide such great results. However, the campaign reveals Glidden paint produced the results and for a reasonable price. This concept is echoed throughout the campaign now appearing through television, print and digital advertisements, as well as social media promotions. Visit the Glidden paint brand’s YouTube channel to view the television advertisement.
“We know the hustle and bustle of everyday life can get in the way of the goals you have for making your home look its best,” says Mark Lancia, senior brand manager, Glidden, a brand of PPG Architectural Coatings. “The Glidden brand is all about providing an easy home décor process from start to finish so you can achieve that ‘Wow!’ look you want without the ‘Whoa!’ price tag. Our new campaign is a testament to this.”
According to Lancia, consumers often think the higher the price tag, the better the paint. But, that’s not always the case. At a gallon priced between $20 to $25 pending sheen choice, Glidden paint scored better than paints priced at $50 per gallon in an independent test.
Lancia said the campaign’s tagline, THE SMARTER WAY TO WOW, will help consumers understand that selecting the right paint doesn’t need to be complicated.
“We believe the paint category has become overly complex, which can be both confusing and frustrating for consumers,” Lancia says. “We stand for being smart about painting your home. With the Glidden brand, you know you’ll get a quality can of paint that provides great results at a reasonable price, and we have the results to prove it.”
The Glidden paint brand offers a rich tradition of innovation and color inspiration, having consistently embodied quality and performance for generations of customers. From the first latex paints developed and marketed under the Glidden brand decades ago to today’s broad assortment of versatile paints, Glidden paint makes it easy for consumers and paint contractors alike to turn inspiration into action and add color to people’s lives.