Initially this client approached The Leith Agency and they kindly passed his details on to mightysmall. (Nice to know we’ve kept on good terms with our old colleagues.) Valtti is a family owned firm based in Edinburgh and had a small budget to launch a paint range into the UK. The paint is very high quality and the company import it from the Manufacturer Tikkurila in Helsinki (a company that is truly enormous and who has the lion’s share of the paint market in the Baltic countries).
mightysmall got to start from scratch on the positioning of the paint (the only thing we had to keep was the name-feelings). We positioned the new range as artists’ paint-paint for people who take a more creative approach to decorating their home and we summed it up with the strapline “liquid imagination”. Since the budget was way too small to launch the campaign with traditional media and clearly there was no way to go directly to the general public, we created an events strategy aimed at interior decorators and other decision makers so that they would become ambassadors for the brand.
Working closely with our old friends Material and Wendy Law Art, we commissioned painters, sculptors and photographers to create work using only the household paint. We then organised two art exhibitions where the range would be “revealed” to the audience.