Fortress Paints

Fortress Paints

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‘If Brushes Could Choose’ 

Paint manufacturer, JW Ostendorf came to us for the creation of a trade paint advertisement to be be marketed to the consumer. This was to be positioned both inside and within the car parks of B&Q stores.

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Trade Paint Advertising

Having worked with JW Ostendorf for many years, we were delighted to get the opportunity to work on one of their core trade brands, Fortress Paints.

Fortress had been known for many years in the trade as a reliable and cost-effective paint range and the company wanted to leverage this in the promotion towards consumers.

An agreement had been made with a number of B&Q stores up and down the country to allow in-store promotion and outdoor advertising.

Brand Values

Our remit was to create a few different paint advertising concepts and, through some audience research, we would work with the client to select the creative which providing best feedback.

Three concepts were initially put forward, each to promote a different brand value.
– option 1 promoted the simplicity/usability of the brand
– option 2 promoted it’s durability & coverage – by suggesting it could paint the great Wall of China
– option three focused on its desirability

Option 3 was chosen – the design concept was simple, clever and effective. This showed a paintbrush positioned between two tubs of paint with its bristles pointing / favouring Fortress Paints over the other brand.
And, along with the simple strapline, ‘If Brushes Could Choose’, this paint advertising campaign hit the mark perfectly.

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