Zinsser is a trade paint brand and our task was to target professional painters and decorators. We needed to introduce the products and their problem-solving features. Our ‘What’s your problem?’ integrated marketing campaign was based on very intelligent targeting and behaviour strategy centred around the daily lives of our target audiences – which led to us using radio, outdoor, social media, point of sale and a very complex digital advertising strategy. Most trade-focused campaigns rely heavily on stereotype personalities or the clear demonstration-type creative. As a creative agency, we aim to push boundaries and so our campaign personifies the brand – enter the Zinsser twins.
The twins are tough, straight-talking and thankfully, on our side. They’re the decorating muscle we all need to wage war against water stains, grease marks, graffiti, hideous wallpaper, dodgy colour schemes and smoke damage. In a nutshell, Frank is very frank and Fabian is very fab. Their personalities complement each other and show how the range of Zinsser products can be used to make painting and decorating problems disappear. Permanently.