For the first time, Ace Hardware Corp. has an ad campaign focusing entirely on paint, plus a “Free Paint Saturday” event slated for March 3.
Launched March 1, the ad campaign encourages consumers to “Find Your Soul Paint” and features the co-op’s exclusive new brand, Clark+Kensington.
The marketing effort, including national television ads, social media and online videos, is an important step in the Oak Brook, Ill.-based co-op’s goal to be a stronger player in the paint category. The co-op has a five-year plan to achieve 8% market share in paint, up from about 4% currently.
“Through the Find Your Soul Paint campaign, we have personified Ace’s helful nature by demonstrating our ability to listen to the needs of our customers and by helping them to navigate the color selection journey,” said John Surane, senior VP merchandising, marketing, advertising and paint for Ace.
The Free Paint Saturday event offers Ace shoppers a free quart of Clark+Kensington paint and primer in one, while supplies last.