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Valspar® Case Example

Looking to become the paint of choice for homeowners, Valspar® launched the Love Your Color Guarantee™. The program assures consumers that if they don’t love their new paint color once it is on the wall, they can receive a rebate for a free gallon of Valspar paint in another color. Valspar also had reason to feel confident; the promotion was backed by SCA’s Fixed Fee™ coverage, which covers the cost of rebates.

Objectives

  • Drive sales of Valspar Signature Colors® Interior Paint, sold at Lowe’s and independent retailers.
  • Foster consumer loyalty via social media.

Strategies

  • Launch a marketing campaign advertising through television, print, and Web.
  • Drive consumer excitement with a sweepstakes offering a personal color consultation with designer Genevieve Gorder.
  • Offer consumers rebates for up to two gallons of Valspar paint if they are not satisfied with their original color.
  • Invite consumers to visit www.loveyourcolor.com for directions on obtaining the rebate.

Results

  • Valspar’s Love Your Color Guarantee™ attracted national attention and was so successful that Valspar extended their contract with SCA.
  • Consumers feel confident choosing Valspar paint, knowing they can obtain a free gallon of paint if their original color is not what they wanted.

love-your-color

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