Max-Flex Spray Paint

Introducing a whole new way to spray

Client: PPG/Glidden Paints
Scope: 360 Brand Launch Campaign

SITUATION

Glidden Paints, an established consumer broadwall paint brand owned by PPG, wanted to grow category sales by entering the D.I.Y. spray paint segment. To disrupt a stale market, which hadn’t seen much product innovation in decades, Glidden developed a revolutionary new type of spray paint that dries faster, covers better, is easier to use, and most uniquely, can be applied to fabrics, including leather, without altering a material’s original look or feel.

A small plastic Eiffel Tower replica with a spray paint can held near it. The spray paint can is black and silver with red and white branding, and a hand holding it is visible. The background has a warm, orange hue.

TASK

To introduce to consumers a revolutionary new type of flexible spray paint at a premium price point in 500 The Home Depot stores as a test; challenging long-established competitor brands in the retail D.I.Y. space, while educating low-awareness users to a new spray paint option.

A woman with curly red hair wearing a yellow sweater and green pants, smiling while holding a spray can, standing next to a black cart with large wheels and a handle. The background features a pastel orange wall on the left and a pastel green wall on the right. The lower part of the image displays a logo with the text "Glidden MAX FLEX".

ACTION

Built a new sub brand, with a premium look and feel, from the bottom up. Starting with a name, logo, position line and packaging that built awareness and informed the new product’s benefits while differentiating from the competition. Continued to activate the brand by providing user education through an entertaining and informative library of brand videos, how-to videos, brochures, social content, in-store and online support materials, as well as in-store sales associate education, support and training.

Close-up of a person wearing white combat boots with black laces, standing on a blue surface with white flower petals scattered around, partially covered by a white transparent fabric, with a Glidden Max Flex logo visible.

RESULTS

Within weeks of the initial launch, Max-Flex gained immediate sales and trial traction and garnered immediate positive review from The Home Depot, with early commitments to extend the initial 500-store test to all of its 2,000+ locations.

A small red Eiffel Tower model positioned next to a hand holding a silver spray paint can labeled Glidden MAX FLEX. The background is a plain, light-colored surface.