Zinsser is one of the UK’s leading specialist paint brands and has established a reputation for innovating and producing paint with unique, problem-solving qualities.
Zinsser’s core audience are experts in the trade – not the hobbyist or DIY painters, but the top-end quality-conscious painters and decorators who tackle tricky painting and decorating situations on a daily basis.
Creatively, we dramatised the problem-solving qualities of Zinsser products by creating two fictional gangsters, the Zinsser Twins, with Frank representing the more practical and functional side of the products and Fabian always keen to add some colour.
To make sure the Zinsser stockists were behind the twins and ready to create an army of brand informers, we created a top-secret case file to introduce them; one that showed they mean business and won’t let anything step in their way on their path to paint domination.
Their repetitive daily routine provided us with unmissable opportunities to infiltrate their working day with well-placed media and creative messages. Radio allowed us to reach our audience before, during and after their day’s jobs, complemented with garage forecourt screens in close proximity to Zinsser stockists to provide a (not so gentle) reminder from the twins to pick up a tin on their next visit. This was supported by digital activity to serve our professionals with highly entertaining video content, which was overlaid with MasterCard data to ensure delivery to individuals who had a history of spending at a trade store.
“The Zinsser Twins campaign is genius! Drummond Central delivered the most successful advertising campaign Zinsser has ever ran, anywhere!” – Paul Waller, Zinsser Marketing Director.