Challenge: Sell Glidden Paint at Walmart:
Our team won by packaging paint projects into small & affordable projects that can be completed in a single weekend! It is all about making projects approachable+affordable to disprove misconceptions!
In my senior year advertising course we competed in a national competition trying to sell Glidden Paint at Walmart. Through our research, one of the biggest problems was that Walmart Shoppers associate paint with big, daunting tasks like painting a room or re-doing a house. Most of our market were either new to painting or had only painted once or twice in their lives - they did not see it as approachable.
I see this as a parallel to many children that have little exposure to art/making/engineering/crafting. They see it as this BIG and challenging world that takes a lot of time and effort (both of which are highly valuable to them).
In reality of course, like making/engineering/crafting, painting isn't so scary, in fact it can be fun and incredibly rewarding! To get people past their misconceptions, the topic can be positioned in a certain way to make it more approachable and accessible. To do this we packaged simple painting-oriented projects that could be purchased entirely at Walmart and completed in a single weekend: Project Bow Wow (painting a Doghouse), Project Well Done (painting a Picnic Table), Project Pop Star (painting a mini-stool/stage for rocking out). For each project you take advantage of Walmart's one-stop-shop, so along with paint you could get dog bones and a leash for Bow Wow, burgers and snacks for Well Done, and a guitar for Pop Star. When Walmart users take these small+simple projects home, they realize that they really can complete a painting project in just a couple days with limited effort and cost! They also realize that painting can be fun! Who knew?!
he main point I want to bring across in this inspiration is that you can take a daunting topic like Paint (or making, painting, engineering, crafting, coding, etc.) and package it into small and simple projects that are more approachable and fun! Then as 'users' tackle these small projects and realize it isn't as hard as they thought, over time they will develop the confidence to tackle larger and more challenging projects.
Please comment with your thoughts! I would love to start a discussion on this!
I have attached our Plans Book from the advertising competition if you are interested in reading further!