Crown Paints

Challenge
Crown, one of the UK and Ireland’s oldest paint manufacturers, was a brand people recognised; but being known is not the same as being chosen. There was also a clear disconnect between its trade and retail worlds, from audience to image. The challenge was to grow Crown’s share of mind and spend across both, particularly among under-40s.

Provocative Thought
Most paint brands sell showroom perfection, rather than the wonderfully imperfect reality of decorating. But whether you’re a DIYer or a professional on a packed schedule, decorating is really about putting your stamp on a space. So, what if we shifted the focus from flawless outcomes to process and personality, challenging the category’s obsession with perfection and showing decorating as it really is?

Solution
We created ‘Looks Like…’, a platform rooted in real lives rather than idealised interiors, positioning Crown as the brand that gives DIYers and professionals alike the advice and confidence to navigate the realities of decorating – whether that’s the often messy process of transforming your own space or the everyday pressures of running a decorating business. The campaign runs across TV, and digital video, amplified through editorial partnerships and influencer collaborations that extend the ‘Looks Like…’ story across earned and social channels.