Crown Paints: Breatheasy - a lean towards the unconventional - IPA Effectiveness Awards Case Study 2004

Brief Description: This paper demonstrates how Crown Paints defied advertising convention and used a creative idea based on a potential product negative. Despite an ongoing fight with Dulux, the campaign delivered significant sales growth of £28.2m - way in excess of the £7.2m investment. Above all though, this case shows that advertisers no longer need to compromise. They don't need to choose between rational or emotional objectives to be successful. This paper uncovers a third option. It's called a 'Lean towards the unconventional' ;---(TAGS)--- Full Title: Crown Paint ; Number: 2004/31 ; Brand Name: Crown Paints ; Client: Crown Paints ; IPA_ProductCoding: DIY goods/Home improvements (Decorating products - paints/varnishes etc.) ; Agency: BDH\TBWA ; Author: Graham Drury, Jaqui Wall ;