Crown - Careful beware of advertising conventions

Short campaign in 2001 for a new variant of Crown paint, Breatheasy (an odourless paint). Crown had successfully repositioned itself with emotional values (IPA Award 2000), but Dulux was still leader, outspending and in a stronger position on colour-mixing, and there was increasing threat from own-label.
Agency: BDH/TBWAAuthors: Nicole Tenthij and Stephanie Brown

 Crown

Careful Beware of Advertising Conventions

Introduction

This case sets out to demonstrate a typical dilemma that brands are frequently faced with:

How to exploit a rationally based product...