Premium brand awareness and relevance:

COAT Paints are a challenger paint brand aimed at a new generation of tastemakers. COAT’s audience want a modern contemporary look for their home, whilst also caring about how the products are made and their impact on the planet. How could we bring to life that discerning tonality in such a way that enticed this audience to go further upmarket, and away from the obvious category stalwarts their parents might have picked?

We interrogated the millennial customer’s triggers during the redecorating process, and found this new generation’s way of building a style to be totally different - it was much more personal and driven by individuality. Home style had gone beyond trend chasing, it was now about sharing your story. We saw an opportunity to reposition the role of paint itself in people’s minds, from an attention grabbing wall covering, to something that harmonised everything within a space, something that made the most special, personal, objects in your home really sing.

The "This Is The Paint" platform was launched, positioning COAT as the only paint choice that understood this new generation’s wants and needs. We launched with a series of films for TV, each based on true stories, featuring treasured items that sit pride of place in people’s rooms, each made that bit more special by this very special paint.