Valspar: Curing the fear of color with "Love your color guarantee"

This case study describes how Valspar, the paint brand, increased sales by taking away people's fear of choosing the wrong wall colour.

Valspar: Curing the fear of color with "Love your color guarantee"

Background

Paint is a mature category where growth can only come from stealing share. This grew even more difficult in 2009, after the collapse of the housing market when the category volume shrunk by more than 20%. Paint became the affordable way to improve your home, creating a highly competitive environment with new product information and increased spending. Soon the competitors flooded the market with similar products. Differentiating one paint brand from another was difficult enough, now all the brands were pushing their own paint-and-primer-in-one offering. There was little...

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