Give new life to one of Australia's oldest brands. The brand had lost relevance to a younger generation of home buyers and renovators and was losing shelf presence.
The insight
Position Taubmans in the ideas business, not the paint business. Our research showed that paint brands are distinguished by their ability to excite and inspire with new colour ideas.
The solution
Recapture the attention of young Australians, especially women, and inspire retailers with an identity refresh that portrays Taubmans as Australia's most original paint company. Has it worked? Retailers are already devoting more shelf space and sales promotion effort to Taubmans.
