Crown Paint - Breatheasy

Jacqui Wall and Graham Drury

This paper demonstrates how Crown Paints created communication that was focussed on delivering against rational and emotional objectives simultaneously.
Agency: BDH\TBWAAuthors: 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:

  1. Communicate the rational benefit of a product or

  2. 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...

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