Turned Devine Color, a little-known paint company in Portland, Oregon, into a national brand by crafting an authentic brand story, telling it consistently and selling it into Target.
The Devine Difference
The opportunity: From Portland to National Placement, let’s turn this boutique brand into one every Target guest will love.
If it matters, we’re on it.
That’s Valspar’s brand promise and the same is true for any of it’s sub-brands. In 2011, Valspar acquired Portland-based coating company—Devine Color. From the start it was apparent the founder and paintreprenuer, Gretchen Schauffler, had a story to tell and she was going to tell it with passion and purpose.
Our objective was to make Devine Color a beloved national brand.
We learned that the Devine consumer and the Target guest had a lot in common.
We set out to create a paint shopping experience that we knew our consumer would love and one that would give Target the opportunity to win its share of the profitable interior paint category. We removed any paint shopping anxiety by simplifying the buying experience. The offering was a narrow selection of 12 custom colors, 1 size, 1 sheen, 1 price. All of this backed by a strategically planned awareness campaign—anchored by this TV spot.
