Crown Paints: Careful, beware of advertising conventions

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.