Crown Paints: Careful, beware of advertising conventions - IPA Effectiveness Awards Case Study 2002

Brief Description: Short campaign for Breatheasy (an odourless paint) which was a new variant of Crown paint. Crown faced increasing competition from own-label brands and Dulux was still market leader and outspending. Campaign launced Breatheasy but also focussed on the emotional values of the brand. Media: TV burst. Evaluation: big increases in purchase intention, value share, retailer perceptions. Regional econometric analysis estimated advertising effect of £11.9 million in 9 months, plus effect from extra shelf space. ;---(TAGS)--- Full Title: Careful, beware of advertising conventions ; Number: 2002/41 ; Brand Name: Crown Paints ; Client: Akzo Nobel ; IPA_ProductCoding: DIY goods/Home improvements (Decorating products - paints/varnishes etc.) ; Agency: BDH\TBWA ; Author: Stephanie Brown, Nicole Ten Thij ;