NSAC @ Illinois - Glidden

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Executive

Table of Contents

Research Connection Strategy Invest Involve ,QĂ XHQFH Impress Media Plan Reactions & Expectations 6XPPDU\

02 08 09 11 15 17 18 19 20

Summary Swatches. Color wheels. Paint Chips. More swatches. Finishes. 6DQGLQJ 0HDVXULQJ 7DSLQJ )ORRU &RYHULQJ 3ULPLQJ 3DLQWLQJ 'U\LQJ 3DLQWLQJ 'U\LQJ 7RXFK XSV 'U\LQJ

Painting is a hassle. There’s no ignoring it. People procrastinate UH GRLQJ NLWFKHQV EHGURRPV DQG IDPLO\ URRPV IRU \HDUV EHFDXVH they don’t want to face reality. Painting is a necessary evil‌ ÂŹ :KHQ \RX¡UH SDLQWLQJ ZDOOV 3DLQWLQJ FDQ EH VSRQWDQHRXV ,QVSLULQJ ([KLODUDWLQJ When it’s the right type of project – a small one. It’s time to change the perceptions of painting. To make it exciting. To IRFXV RQ WKH VPDOO SURMHFWV WKDW KDYH KXJH RXWFRPHV

We’re the ones with the new ideas. The ones ZKR DUHQ¡W DIUDLG WR EH GLŕŠ”HUHQW

The projects that allow people to be brilliant.

Having a vision means seeking beyond the RUGLQDU\ HYHQ LI \RX KDYH WR EUHDN WKH UXOHV

Random Acts of Brilliance start at Walmart.

No one has ever changed the world by being the same as everybody else... We are Black Sheep Advertising.

2

Initial

Questions

454 316 Surveys

One-‐on-‐one interviews

72 3

Diary Entries

Focus Groups

3

Oh, segments.

'HPRJUDSKLFV VXFN :K\ GRHV LW PDWWHU KRZ ROG \RX DUH RU KRZ PXFK \RX PDNH SHU \HDU" <RX·UH MXVW DV OLNHO\ WR EX\ D FDQ RI SDLQW DV WKH QH[W JX\ )HPDOH 0LOOHQQLDOV <RXQJ )DPLOLHV %DE\ %RRPHUV These aren’t segments. These are people. Limiting Glidden Brilliance WR D VSHFLÀF DJH JURXS OHDGV WR MXVW EDG DGYHUWLVLQJ <RX·UH JRLQJ WR KHDU D ORW DERXW KRZ WKHVH VR FDOOHG ´VHJPHQWVµ DUH JRLQJ WKURXJK ´KXJH OLIH WUDQVLWLRQVµ DQG KRZ *OLGGHQ %ULOOLDQFH LV JRLQJ WR PDNH WKHVH WUDQVLWLRQV VR PXFK HDVLHU %XW LW GRHVQ·W ZRUN OLNH WKDW *OLGGHQ %ULOOLDQFH LV SDLQW 1RW WKHUDS\ ,W·V WLPH WR GLWFK WKH VHJPHQWV WR DFWXDOO\ DGG VRPH SHUVRQDOLW\ WR SDLQWLQJ 6RXQG UHYROXWLRQDU\" ,W VKRXOGQ·W 7KLV LV MXVW WKH EHJLQQLQJ 7DON DERXW WKHVH SHRSOH LQ D ZD\ WKDW DFWXDOO\ PDNHV VHQVH 7KH\ DUH

Impulsive The

7KH\ WU\ QHZ WKLQJV WKDW KDYH TXLFN UHVXOWV

:KHQ LW FRPHV WR SDLQWLQJ" 7KH\ LPPHGLDWHO\ WKLQN ´ORQJ WHUP SURMHFW µ They’re annoyed. Bored. Not invested. They hate it. :KHQ SDLQWLQJ LV DVVRFLDWHG ZLWK VRPHWKLQJ DV VWUHVVIXO DV JRLQJ WKURXJK D ´KXJH OLIH WUDQVLWLRQ µ LW VKRXOGQ·W EH VXUSULVLQJ WKDW WKH\ GRQ·W ZDQW WR GR LW

32

Percentage of respondents who choose not to paint EHFDXVH WKH\ DUH VDWLVĂ€HG with their current dĂŠcor

51

Percentage of respondents who paint to replace wallpaper or worn out paint

7

Percentage of respondents considered their lack of skill to be a barrier to painting projects

72

Percentage of respondents who go to home improvement stores for paint supplies

4

Who They Are

3DLQWLQJ LV VXFK D KDVVOH WKDW SHRSOH ZRXOG PXFK UDWKHU OLYH ZLWK D PHGLRFUH SDLQW MRE WKDQ JR WR WKH WURXEOH RI UH SDLQWLQJ They don’t want to do a project. They feel like they have to. %XW VD\ WKH\ JHW VKRYHG LQWR D SDLQWLQJ SURMHFW <HV 6KRYHG They go to Lowe’s and Home Depot. Not Walmart. 7KH\ ZDQW RSWLRQV DQG SDLQW VSHFLDOL]LQJ HPSOR\HHV WR HDVH WKHLU VWUHVV 7KH\ KDYH WKH SUHFRQFHLYHG QRWLRQ WKDW SDLQWLQJ KDV WR EH GLŕŠ•FXOW 6R WKH\ JR WR the stores that cater to complicated projects.

f “I’d most likely go to a Lowe’s or Home Depot to get the paint for my project because I feel like the stocking and shelving of the paint selection is better organized than at Walmart.�

ff Amy, 22

“If I was pressed for time and didn’t really care about color selection quality, then I would get my paint at Walmart.� Kristin, 24

“When I think of buying paint, I think of Lowe’s RU 0HQDUGV Ă€UVW Âľ Melissa, 36

5

The paint brands at Lowe’s, Home Depot, and 'IK .GXJ]GXK ZNXO\K UĆ´ of “complicated.â€? Glidden Brilliance? Not so much. When people are shoved into painting projects, they spend months thinking DERXW WKHP 7KH\ WDON WR GR]HQV RI HPSOR\HHV 7KH\ SLFN XS KXQGUHGV RI swatches. 7KH\ PDNH VLWXDWLRQV DV KLJK LQYROYHPHQW DV SRVVLEOH Glidden Brilliance doesn’t have a chance when people have already considered doing a painting project. 6R ZK\ WU\ DQG HYHQ FRPSHWH ZLWK RWKHU SDLQW EUDQGV"

6

The Key Insight

Glidden Brilliance can’t compete in a high-involvement scenario. ,W·V WLPH WR SXW *OLGGHQ %ULOOLDQFH LQ D QLFKH 2QH WKDW RWKHU SDLQW EUDQGV FDQ·W RZQ $ QLFKH WKDW FDWFKHV 7KH ,PSXOVLYH EHIRUH WKH\ HYHQ JHW WKH LGHD WR SDLQW $ QLFKH WKDW SXVKHV SHRSOH WR GR VPDOO SURMHFWV EHFDXVH RI WKH TXLFN UHZDUGV $ QLFKH WKDW YDOXHV HYHU\GD\ UDQGRP DFWV 6R WKH UHDO FRPSHWLWLRQ" ,W LVQ·W %HKU 2U 2O\PSLF 2U %HQMDPLQ 0RRUH ,W·V WKRVH RQ D ZKLP GHFLVLRQV \RX PDNH HYHU\ GD\ /LNH JRLQJ ERZOLQJ 5HDGLQJ D ERRN %DNLQJ D FDNH 0DNH *OLGGHQ %ULOOLDQFH VRPHWKLQJ EHWWHU WKDQ D PHGLRFUH VROXWLRQ WR SHHOLQJ ZDOOSDSHU %ULOOLDQFH LVQ·W SODQQHG ,W LVQ·W LQLWLDWHG E\ KXJH OLIH FKDQJHV It’s initiated by motivation. By inspiration. By spontaneity. *LYH SHRSOH D UHDVRQ WR IHHO H[FLWHG DERXW SDLQWLQJ

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It’s time to mean something. To ditch the clichés. To change perceptions of painting. 5DQGRP $FWV RI %ULOOLDQFH HQHUJL]HV PRWLYDWHV DQG LQVSLUHV %H VSRQWDQHRXV 3DLQW EHFDXVH \RX ZDQW WR 1RW EHFDXVH \RX KDYH WR 3DLQW WR ÀQG H[FLWHPHQW Make a big impact with a small project.

8

Connection

Strategy

7R EH VXFFHVVIXO WKLV FDPSDLJQ needs to start strong. With smart H[HFXWLRQV *OLGGHQ %ULOOLDQFH ZLOO VKRZ 7KH ,PSXOVLYH KRZ UHZDUGLQJ painting can be. Getting the attention of these people before they have HYHQ GHFLGHG WR SDLQW ZLOO UHVXOW LQ D ORQJ WHUP EUDQG OR\DOW\ WR *OLGGHQ Brilliance for any painting project. %LJ RU 6PDOO :DOOV RU ZLQGRZ VLOOV

9

Invest Headlines: +LJKOLJKW D UHODWDEOH SUREOHP ZKLOH VXJJHVWLQJ WKDW D VPDOO FKDQJH FDQ SURYLGH DQ XQH[SHFWHG VROXWLRQ

7KH ,PSXOVLYH YDU\ LQ ZKDW WKH\ DUH UHDGLQJ EXW ZKDW WLHV WKHP WRJHWKHU LV WKHLU OR\DOW\ WR VSHFLÀF SXEOLFDWLRQV Glidden Brilliance will place creative print DGV LQ WKH PDJD]LQHV WKHVH SHRSOH UHDG RQ D UHJXODU EDVLV

Visuals: Simple images bring small paint projects to life.

Why: 2XW RI DOO \RXQJ IDPLOLHV UHDG ZRPHQ PDJD]LQHV RI IHPDOH PLOOHQQLDOV UHDG 3HRSOH DQG UHDG &RVPRSROLWDQ RI EDE\ ERRPHUV UHDG RU PRUH PDJD]LQHV SHU PRQWK

Logo: 7KH RULJLQDO ORJR LV XVHG ZLWK D VOLJKW PRGLÀFDWLRQ WR EUDQG *OLGGHQ %ULOOLDQFH DV LWV RZQ OLQH

Now the only challenge is finding your charger.

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10 %HFDXVH ,QWHUQHW XVDJH LV JURZLQJ among all generations, Glidden Brilliance will take over web pages LQ FUHDWLYH H\H FDWFKLQJ ZD\V

:KHWKHU KHDGHG WR ZRUN WR VFKRRO WR SLFN XS WKH NLGV or to visit family, these people are always on the go. 6SRQWDQHRXV RXW RI KRPH SODFHPHQWV ZLOO LQVSLUH WKHP to think brilliantly, even on the road.

The streetlight: Painting the VWUHHWOLJKW LQ ´9HU\ %HUU\µ FUHDWHV D JDPH IRU WKH GULYHU DQG EXLOGV UHFDOO of Glidden Brilliance, while associating ´UDQGRP IXQµ ZLWK WKH EUDQG

Why: RI EDE\ ERRPHUV XVH <DKRR 0DLO RI IHPDOH PLOOHQQLDOV DUH RQ WKH ,QWHUQHW RU PRUH KRXUV D week. RI \RXQJ IDPLOLHV VSHQG RU PRUH KRXUV RQ WKH ,QWHUQHW D ZHHN ZLWK RQ WKH ,QWHUQHW IRU PRUH WKDQ KRXUV D ZHHN

Why: RI \RXQJ IDPLOLHV RI EDE\ ERRPHUV DQG RI IHPDOH PLOOHQQLDOV KDYH GULYHQ RU PRUH miles in the past week.

Headline %HFDXVH -XO\ LV 1DWLRQDO $QWL %RUHGRP 0RQWK WKH FODVVLF NLGV JDPH ´, 6S\µ ZLOO be incorporated into Glidden Brilliance’s billboard advertising. 7KH VHULHV RI ELOOERDUGV ZLOO LQFOXGH the name of one of Glidden %ULOOLDQFH·V FRORUV

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Involve

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The Brilliant Among Us

7R Ă€QG WKH PRVW EULOOLDQW SHRSOH RXW WKHUH *OLGGHQ %ULOOLDQFH ZLOO HŕŠ”HFWLYHO\ HQJDJH 7KH ,PSXOVLYH WKURXJK 7ZLWWHU DQG )DFHERRN 8VLQJ FKDUDFWHUV DQG WKH KDVKWDJ #IAmBrilliant, contestants can tweet at Glidden Brilliance to tell their stories. Glidden Brilliance will then select 10 of their favorite EULOOLDQW DFWV IHDWXUH WKHP RQ )DFHERRN and enter each winner into a drawing for a VSRQWDQHRXV SUL]H

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The Brilliance Blog

Glidden will create a Brilliance Blog to GRFXPHQW HDFK UDQGRP DFW RI EULOOLDQFH RQ RQH SODWIRUP ,W ZLOO IHDWXUH IDPRXV JXHVW EORJJHUV SRVW XQLTXH LQVSLUDWLRQV DQG WHOO VWRULHV RI LQGLYLGXDO DFFRPSOLVKPHQWV

Good Things Come To Those Who Are Random

*OLGGHQ %ULOOLDQFH ZLOO IHDWXUH XVHU VXEPLWWHG YLGHRV RI DGPLUDEOH SHRSOH DQG RUJDQL]DWLRQV WKDW FRXOG XVH DQ DFW RI EULOOLDQFH LQ WKHLU OLYHV $IWHU D 9LPHR campaign, Glidden Brilliance will arrive at their doors of the most deserving of people WR FRPSOHWH VPDOO XQH[SHFWHG SURMHFWV WKDW WKH\ DUH XQDEOH WR GR WKHPVHOYHV 7KLV ZLOO demonstrate how one small act of brilliance can have a big impact. When: June 2014 -� August 2014

Provided Inspiration GliddenBrilliance.com

:KHQ XVHUV ÀUVW YLVLW WKH *OLGGHQ Brilliance page, they will be greeted with a calendar of the month in which they are visiting. This calendar will be made XS RI D *OLGGHQ SDLQW FKLS FRORU SDOHWWH (DFK GD\ ZLOO KDYH D XQLTXH VPDOO SURMHFW catered to the color chip of that day. For

H[DPSOH LI WKH FKLS RI WKH GD\ ZDV ´3LQN &DUQDWLRQ ¾ WKH FDOHQGDU ZRXOG LQFOXGH LQVWUXFWLRQV RQ KRZ WR SDLQW \RXU QHZ KDQJLQJ à RZHU ER[ 7KLV HQIRUFHV WKH idea that each day gives way for a new, VSRQWDQHRXV SURMHFW

To spark spontaneity, Glidden Brilliance inspiration packages will be sent to KRXVHKROGV LQ RXU :DOPDUW GHQVH FRXQWLHV 7KLV SDFNDJH ZLOO LQFOXGH D VDPSOH RI *OLGGHQ %ULOOLDQFH DORQJ ZLWK DQ XQĂ€QLVKHG ZRRGHQ SLFWXUH IUDPH 3UHVHQWLQJ SHRSOH ZLWK DQ RSSRUWXQLW\ WR GR VRPHWKLQJ UDQGRP ZLOO HQFRXUDJH WULDO RI *OLGGHQ Brilliance and inspire them to do other small SURMHFWV DURXQG WKH KRXVH

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Pin Down Brilliance

People procrastinate home décor projects and ideas EHFDXVH RI WKH ODFN RI WLPH VXSSOLHV DQG PRWLYDWLRQ 7KURXJK 3LQWHUHVW *OLGGHQ %ULOOLDQFH ZLOO HQFRXUDJH XVHUV WR EHJLQ VPDOO KRPH UHQRYDWLRQV RU SURMHFWV 7KH *OLGGHQ %ULOOLDQFH 3LQWHUHVW ERDUG ZLOO LQFOXGH FDWHJRULHV RI URRPV W\SLFDOO\ IRXQG LQ D KRPH IDPLO\ URRP GLQLQJ URRP NLWFKHQ EDWKURRP Rà©•FH DQG EHGURRP (DFK ERDUG ZLOO IHDWXUH SLFWXUHV RI XQLTXH VPDOO SURMHFWV UHODWHG WR WKDW URRP (YHU\ ZHHN D SLFWXUH ZLOO EH FKRVHQ DW UDQGRP DQG WKRVH ZKR UHSLQQHG WKDW SLFWXUH ZLOO JHW D FKDQFH IRU Glidden Brilliance to sponsor their small project.

Buzzfeed

%X]]IHHG LV D SHUIHFW RXWOHW IRU WDNLQJ WKH FRPSOH[LW\ RXW RI D SDLQWLQJ SURMHFW LW VKRZV 7KH ,PSXOVLYH D PRUH KXPRURXV VLGH WR SDLQWLQJ WKH PLVKDSV DFFLGHQWV DQG IDLOV 7KURXJK %X]]IHHG *OLGGHQ Brilliance will sponsor these comical mistakes, calling WKH DUWLFOH ´(SLF 3DLQW )DLOV µ 7KH OLJKWKHDUWHGQHVV RI WKLV DUWLFOH HPSKDVL]HV WKDW DQ\RQH FDQ SDLQW \RX don’t have to be perfect to love painting.

Spotify Playlist Takeover

6SRWLI\ DOORZV *OLGGHQ %ULOOLDQFH WR UHDFK FXVWRPHUV DQG LQYLWH WKHP WR QRW RQO\ WR GR VSRQWDQHRXV SURMHFWV EXW DOVR HQMR\ WKHP *XHVW EORJJHUV ZLOO FUHDWH EUDQGHG 6SRWLI\ ´SDLQWLQJµ SOD\OLVWV 7R VKRZ Rà©” WKH XQLTXH SOD\OLVW *OLGGHQ %ULOOLDQFH ZLOO KDYH D IXOO KRPHSDJH WDNHRYHU RQ 6SRWLI\ Homepage Takeover: June 2014

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From Old to Brilliant

*OLGGHQ %ULOOLDQFH ZLOO VSDQ WUXFNV WKURXJKRXW WKH HQWLUH FRXQWU\ DQG VSHQG WKH PRQWK RI -XQH VFRXWLQJ JDUDJH VDOHV IRU ROG IXUQLWXUH being sold or even thrown away. The old IXUQLWXUH ZLOO EH UHIXUELVKHG DQG WKHQ GLVWULEXWHG WR ORFDO FKDULWLHV 7KH SURFHVV ZLOO EH GRFXPHQWHG RQ VRFLDO PHGLD VKRZLQJ WKDW LW LV SRVVLEOH WR WUDQVIRUP ROGHU IXUQLWXUH WR QHZ LQ MXVW D IHZ KRXUV

A Brilliant Lineup

'XULQJ PLQRU OHDJXH VXPPHU EDVHEDOO JDPHV *OLGGHQ %ULOOLDQFH VSRQVRUHG VHDW FXVKLRQV ZLOO EH UDQGRPO\ GLVWULEXWHG WR baseball fans who have the Glidden Brilliance ORJR RQ WKHLU WLFNHWV 7KH FXVKLRQV ZLOO HDFK EH D XQLTXH *OLGGHQ %ULOOLDQFH SDLQW FRORU ZLWK WKH SKUDVH ´5DQGRP $FWV RI %ULOOLDQFHµ DQG WKH ORJR RQ WKH EDFN 7KLV JXHULOOD PDUNHWLQJ WDFWLF LV DQ XQH[SHFWHG H[SHULHQFH with Glidden Brilliance that leaves a lasting impression.

Walmart Spontaneity

,Q FHOHEUDWLRQ RI -XO\·V 1DWLRQDO $QWL %RUHGRP PRQWK *OLGGHQ %ULOOLDQFH ZLOO LQVSLUH UDQGRP DFWV RI EULOOLDQFH WKURXJKRXW :DOPDUW )URP SDLQW FKLS KRSVFRWFK WR WLF WDF WRH *OLGGHQ %ULOOLDQFH ZLOO VKRZ 7KH ,PSXOLVYH WKDW VSRQWDQHLW\ FDQ EH IRXQG DQ\ZKHUH

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The Color Run

7KH &RORU 5XQ LV WKH QDWLRQ¡V ODUJHVW N VHULHV WKDW WRXUV WKH FRXQWU\ SURPRWLQJ KDSSLQHVV DQG LQGLYLGXDOLW\ Glidden Brilliance wants to add to it. At the end of HDFK UXQ *OLGGHQ %ULOOLDQFH will sponsor a large white wall where spectators and participants can leave WKHLU PDUN EH LW D QDPH handprint, or drawing. The hashtag #BrilliantColors will EH XVHG WR VSUHDG WKH ZRUG of their accomplishments WKURXJKRXW VRFLDO PHGLD

Bringing Brilliance to Recycling Many people do not know how to get rid of paint, DQG LQ VRPH VWDWHV LW LV FRQVLGHUHG D KD]DUGRXV ZDVWH *OLGGHQ %ULOOLDQFH ZDQWV WR EULQJ DZDUHQHVV WR WKLV LVVXH E\ SDUWQHULQJ ZLWK (DUWK WR KRVW SDLQW UHF\FOLQJ SURJUDPV LQ :DOPDUWV DFURVV WKH FRXQWU\ 7KURXJKRXW WKH FDPSDLJQ SHRSOH DUH HQFRXUDJHG WR EULQJ ROG paint cans to Walmart to be disposed of properly. *OLGGHQ %ULOOLDQFH ZLOO XVH WKH UHF\FOHG SDLQW FDQV WR PDNH GHFRUDWLYH DUW IRU WKH FRPPXQLW\

“Why Wait?� Summer

Burst of Brilliance

,Q UXQ GRZQ DUHDV DFURVV WKH QDWLRQ RQORRNHUV DUH HQFRXUDJHG WR KHOS WXUQ PXOWLSOH Âľ [ Âľ EODQN FDQYDVHV LQWR EULOOLDQW ZRUNV RI DUW 5DWKHU WKDQ D EUXVK participants will be handed darts to pop

SDLQW ÀOOHG EDOORRQV 7KH H[SORVLRQ RI FRORU ZLOO EULJKWHQ XS WKHVH SUHYLRXVO\ GXOO DUHDV showing that painting can really be exciting. When: May 2014

7R DVVRFLDWH *OLGGHQ %ULOOLDQFH ZLWK TXLFN UHZDUGV ´:K\ :DLW" 6XPPHUÂľ ZLOO DOORZ SHRSOH WKH RSSRUWXQLW\ WR FKHFN VRPHWKLQJ RŕŠ” WKHLU EXFNHW OLVWV ,Q RUGHU WR HQWHU LQWR WKLV GUDZLQJ EXFNHW OLVWV ZLOO EH VXEPLWWHG WR )DFHERRN DQG YRWHG RQ E\ WKH SXEOLF 7KH SHRSOH ZLWK WKH PRVW SRSXODU EXFNHW OLVWV ZLOO JHW WKH FKDQFH WR JR somewhere or do something they had only imagined themselves doing. When: 0D\ 6HSWHPEHU

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/TĆś[KTIK

The Glidden Brilliance Bucket App 7KH *OLGGHQ %XFNHW LV DQ RQJRLQJ IHHG RI LQVSLULQJ SURMHFW LGHDV IURP VRFLDO VLWHV VXFK DV 3LQWHUHVW )DFHERRN 7ZLWWHU and blogs. Users will be able to click on projects as they VFUROO DQG DGG WKHP WR WKHLU ´EXFNHW ¾ 7KHVH SURMHFWV ZLOO EH saved for when inspiration hits them, and Glidden Brilliance will be the paint of choice to complete the project.

Charitable Inspirations

*OLGGHQ %ULOOLDQFH ZLOO EH DVVRFLDWHG ZLWK IXQ ZKLOH DOVR being philanthropic. Each month, a random paint chip will be paired with a charity. For example, Candy Apple Red will be associated with The Salvation Army. When FKRVHQ SURĂ€WV IURP WKDW SDLQW FKLS ZLOO EH GRQDWHG WR WKH GHVLJQDWHG FKDULW\ UHVXOWLQJ LQ 7KH ,PSXOVLYH IHHOLQJ EULOOLDQW EHIRUH WKH SURMHFW KDV HYHQ EHJXQ

“Comes in 282 Colors�

*OLGGHQ %ULOOLDQFH ZLOO LQVSLUH 7KH ,PSXOVLYH WR SDLQW VPDOO SLHFHV RI IXUQLWXUH EHIRUH WKH\ HYHQ WDNH LW RXW RI :DOPDUW 1H[W WR HDFK SLHFH RI IXUQLWXUH DW :DOPDUW ZLOO EH WKH *OLGGHQ %ULOOLDQFH ORJR ZLWK WKH SKUDVH ´7KLV SLHFH FRPHV LQ EULOOLDQW FRORUV ¾ GULYLQJ WKHVH QHZO\ LQVSLUHG shoppers to the paint section.

16 �I mean, why not... If the project is only going to take an hour and it’ll make whatever it is look better, then I don’t see why not.� -Julia, 19

Quick Projects

Inspiration comes from DQ\ZKHUH %\ SXWWLQJ WLPHO\ HDV\ WR GR SURMHFW LGHDV QH[W WR WLPH oriented items in Walmart, FRQVXPHUV ZLOO UHDOL]H WKDW RQO\ D IHZ KRXUV are needed for a simple, rewarding project.

Paint and Products

Glidden Brilliance will take advantage of the convenience of Walmart by SODFLQJ LWV SDLQW VZDWFKHV QH[W WR WKHLU UHDO OLIH SURGXFWV DOORZLQJ DQ HDV\ SDLQW VZDWFK JUDE 6R ZKHQHYHU DQG ZKHUHYHU brilliance strikes, Glidden Brilliance paint swatches will be within reach.

Painted Carts

%ULJKWO\ FRORUHG FDUWV ZLOO FDWFK WKH DWWHQWLRQ RI 7KH ,PSXOVLYH DV soon as they walk into Walmart. They will direct these shoppers to WKH SDLQW VHFWLRQ ZKHUH PRUH XQH[SHFWHG LQVSLUDWLRQ FDQ EH IRXQG

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j

Impress Mix-It-Yourself

Waiting in line is a hassle, and Glidden Brilliance UHFRJQL]HV WKLV 7R NHHS 7KH ,PSXOVLYH LQVSLUHG WKURXJKRXW WKH SDLQWLQJ SURFHVV 0L[ ,W <RXUVHOI stations will be available in Walmarts across the nation. With the QR code on the back of each paint chip, the machine will open the can of white paint and seamlessly mix in the perfect DPRXQW RI EULOOLDQW FRORU

Brilliant Compliments

:DOPDUW LV IXOO RI PRWLRQ DFWLYDWHG NLRVNV EXW Glidden Brilliance wants to take advantage of WKHP LQ D XQLTXH ZD\ ,QVWHDG RI WKH PDFKLQH WDONLQJ DERXW SURGXFW IHDWXUHV LW ZLOO VD\ SDLQW UHODWHG FRPSOLPHQWV DV SHRSOH ZDON E\ VXFK DV ´7KDW FRORU ORRNV UHDOO\ JRRG RQ \RX µ

Virtual Pinterest Board

*OLGGHQ %ULOOLDQFH ZDQWV 7KH ,PSXOVLYH WR EH DEOH WR LPDJLQH LWV FRORUV RQ DOO VRUWV RI VPDOO SURMHFWV :KLOH WKH\ DUH ORRNLQJ WKURXJK SDLQW VZDWFKHV D YLUWXDO 3LQWHUHVW ERDUG ZLOO EH ORFDWHG QH[W WR WKH *OLGGHQ %ULOOLDQFH display. This will give them plenty of new inspirations while also allowing them to share these ideas on their own Pinterest boards.

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Media

Placements

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Reactions and

Expectations

ggg ”Random Acts of Brilliance makes me feel like painting doesn’t have to be a dreadful thing.” Brian, 52

“Some of my most favorite times are the times when I decided to do something random and it turned out great.” Jordan, 22

“This campaign GHÀQLWHO\ PDNHV PH think of painting in a whole new way. It makes me excited.” Sarah, 34

That’s A Wrap 5DQGRP $FWV RI %ULOOLDQFH UHGHĂ€QHV WKH SDLQWLQJ H[SHULHQFH SXWWLQJ *OLGGHQ %ULOOLDQFH LQ D FDWHJRU\ RI LWV RZQ RQH ZKHUH LWV FRPSHWLWLRQ LV JRLQJ IRU D MRJ RU RUJDQL]LQJ WKDW RYHUĂ RZLQJ MXQN GUDZHU $ FDWHJRU\ ZKHUH SDLQWLQJ LVQ¡W D PXQGDQH SLFN \RXU QRVH DQG SHHO WKH ZDOOSDSHU WDVN :LWK 5DQGRP $FWV RI %ULOOLDQFH *OLGGHQ EHFRPHV WKH SDLQW \RX FKRRVH WR DGG D OLWWOH IXQ WR \RXU life. Unplanned. Inspired. Brilliant. *OLGGHQ %ULOOLDQFH EURXJKW WR OLIH DW :DOPDUW

Thank You Account Directors Hannah Ryan Monica Behrmann &ROOHHQ %XGG Junior Chairs Kevin Dwyer Porsha Swim Team Margaret Anderson &RUH\ $XVWLQ /DXUD %URGHULFN (PLO\ %XUFK Gina Cavato Gina Cetrone .HOO\ &KXLSHN Sarah Diedrich

Tommy Doyle Nathaniel Eaton &ODLUH (LVHQKXWK Mariel Ejankowski Sari Feingold /DXUHQ )HLQJROG Molly Forrest Kelsey Gamble Kristen Gray Haley Hahn Rohaina Hassan Karen Hays Erin Heiser 9LFWRULD +HQG]HO Erin Heraty 0HIDK -R\QHU Brittney Karlow Hasan Khalid

&ODUH /DJDWWXWD Mary Lee Christa Lewis -HQQD /LX <L /LX Kelsey Maciejewski Rae Markwell Rachel Millard -HVVLFD 0XUUD\ 5DFKHO 3HU]HN Mitch Reeter Megan Rivera .DWK\ 5XGD $O\VVD 6FKHXQHPDQ Nicole Selvitella Angela Senkpeil Nora Sintos -HVVLFD 6ODYLN

Braden Thompson Kevin Thornton Ann Treadwell Emily Webb 0DUJHDX[ :\VRFNH\ 5RVHUU\ <X Faculty Advisor Steve Hall Special Thanks Peter Sheldon %ULWWDQ\ 'XŕŠ” -RKQ %X\VVH Diana Lee

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Sources

Page 4 Mintel LexisNexis 2QH6RXUFH Page 5, 6 Glidden.com Walmart.com HomeDepot.com Lowes.com Behr.com 9DOVSDUSDLQW FRP 2O\PSLF FRP 6KHUZLQ :LOOLDPV FRP BenjaminMoore.com Acehardware.com Page 9, 10 Mintel ABCNews Page 18 MRI Mediamark SRDS Plans book color palette inspired by Glidden Brilliance colors Watermelon Smoothie, Bermuda Bay, Marigold Petals, Morning Heather, Tropical Coral and Mint Green.

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