Today Ace Hardware and Valspar Paint® introduced a new advertising campaign centered on familiar concepts from the beauty industry to introduce consumers to the new Paint Studio at Ace.
The “Helpful is Beautiful” campaign, which was jointly developed by Ace and Valspar, is the largest ad campaign in Ace’s history. It includes television, radio, print, social, digital and point-of-sale components reminiscent of beauty advertisements.
Launching nationally in over 3,200 locally owned Ace Hardware stores this month, The Paint Studio was designed around the insight that consumers seek a more style-inspired and personal paint shopping experience rather than a traditional trip to the hardware store.
“For years, women have expressed loyalty to their favorite cosmetics brands and the inspiring shopping experience that comes along with it,” said John Surane, executive vice president, marketing, merchandising, and sales for Ace Hardware. “Ace and Valspar recognize the emotional response evoked by color and built the ‘Helpful is Beautiful’ campaign and The Paint Studio at Ace around this connection as a way to offer consumers a differentiating paint shopping experience featuring the brands they know and trust.”
To coincide with the launch of the “Helpful is Beautiful” campaign and The Paint Studio, participating Ace Hardware stores will be offering a series of promotions to consumers into their stores during the Paint Studio Grand Opening throughout the month of May.
Today Ace also launched a new paint-focused website, thepaintstudio.com, designed to provide consumers with an online hub to find inspiration, explore color and obtain helpful painting tips and how-to advice.