Create-A-Color is a caulking that can have paint added to it to match any surface. This product is particularly popular with the DIYers and contractors that work with the high-end consumer.
Print advertisements were published across five painter focused publications. Emphasis was placed on saving time, because the average contractor doesn't want to have to go back and redo a job and the speed they can complete a job translates to dollars in their wallet.
Create-A-Color was designed to quickly communicate the message of what the product does. A multitude of colors and paint were important in conveying the message visually, while naming and bullet points were important to convey the added benefits in the text.
Corrugated cartons were used to support the company's commitment to sustainability. This initially presented an issue with the limited number of color options that can print through offset printing. Thinking outside of the box resulted in the overlap of the yellow and red to create the perception of a color spectrum that otherwise couldn't have been achieved.
The Create-A-Color Kit was made to include the mixer that is needed to stir the paint inside the caulking cartridge. A full color digital box print was selected because this premium product would be on display on the store shelf level.
Flyers, emails and demo boards for the sales team were also distributed during the Create-A-Color enhancement initiative. Currently the system is being considered for larger scale distribution.