Sherwin-Williams. It presently features
a series of how-to application technique
videos as well as a number of other subjects pertinent to the aerospace coatings
industry.
Ace Hardware and Valspar
Paint Unveil New Paint
Department With “Helpful
Is Beautiful” Campaign
Ace Hardware and Valspar Paint unveiled
“Helpful is Beautiful,” a new advertising
campaign. Using familiar concepts from
the beauty industry, the integrated campaign was created to introduce consumers to the new Paint Studio at Ace.
Launching nationally in over 3,200
locally owned Ace Hardware stores this
month, The Paint Studio was designed
around the insight that consumers seek
a more style-inspired and personal paint
shopping experience rather than a tra-
ditional trip to the hardware store. The
Paint Studio offers consumers a bou-
tique-style experience with exclusive
paint collections from Clark+Kensington,
Valspar Optimus and Valspar Aspire dis-
played in unique drawers and on eye-
catching racks with bright lighting and
tools to make the color selection process
simple. Paired with the helpful service
and knowledgeable advice customers can
expect from Ace associates, The Paint
Studio provides a world-class paint expe-
rience right in consumers’ neighborhood
hardware stores.
The “Helpful is Beautiful” campaign,
which was jointly developed by Ace and
Valspar with FCB Chicago, is the largest
ad campaign in Ace’s history. It includes
television, radio, print, social, digital
and point-of-sale components reminis-
cent of beauty advertisements. The TV
spots begin like extravagant cosmetics
commercials, with close-ups of high-
fashion models and dramatic voiceovers.
Suddenly, the curtain drops to reveal
The Paint Studio at Ace -- a beautiful
boutique-style environment with helpful
service, exciting selections, and vibrant
colors. The spots, along with the
campaign’s other elements, play
off of language commonly used
in cosmetics commercials and
highlight the natural connection of beau-
ty and fashion to the home décor space.
The Paint Studio offers shoppers the
opportunity to customize their experience
by using an innovative new colorant system that allows paint to be custom tinted
to the broadest range of colors available.
Similar to the beauty shopping experience, consumers also have the option to
sample Clark+Kensington and Valspar
colors before they commit through mixable color samples available for $4.99
plus tax at participating Ace stores.
To celebrate the launch of the
“Helpful is Beautiful” campaign and The
Paint Studio, participating Ace Hardware
stores will be offering a series of exciting
offers to invite consumers into their stores
to experience their neighborhood Paint
Studio Grand Opening throughout the
month of May. In addition, on May 1 Ace
