Agency: BDH\TBWA | Authors: Jacqui Wall and Graham Drury |
Crown Paint
This case sets out to demonstrate how advertising defied one of its very own conventions. It shows how an advertiser communicated a rational product benefit (in this case, paint that didn't smell) whilst simultaneously focusing on building emotional values for the brand (Crown).
Generally speaking, all advertising aims to either:
Communicate the rational benefit of a product or
Build the emotional values of a brand.
This has become the industry norm. Experienced advertisers accept that they need to lean towards one or the other if their communications are...