Farrow & Ball: How Farrow & Ball found success by calming the nerves of the paint paranoid

Farrow & Ball, a paint brand, gently mocked UK consumers' 'paint paranoia' and presented its wipeable Modern Emulsion paint as the ideal wall paint for paranoid people.

Summary

During the pandemic, the home decor market in the UK was booming. But luxury paint brand Farrow & Ball had both brand and product perception issues to overcome if they were going to persuade a sceptical audience and reap their share.

This is the story of how Farrow & Ball switched their attention to an unsung 'sub-brand', sold 79% more of it year-on-year and in doing so, changed the way a new audience viewed them as a whole.

In 2020, it was time to face up to a behaviour happening behind Farrow & Ball's back. Colour-matching. Having a cheap...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands