Graffiti News

By Steve Miller

[Via:www.brandweek.com]

Graffiti artists will be thrilled to learn that Krylon is introducing an easier to use spray paint, accompanied by a TV spot that will break next Wednesday.

Krylon’s target audience, however, is not graffiti artists but homeowners between the ages of 25 and 54, who tend to have a do-it-yourself approach to home improvement.

A 15-second spot, called “Revolved,” via Doner, Southfield, Mich., introduces a new 360-degree spray tip and larger finger pad for Krylon products. It’s a fast-paced demonstration piece showing a DIY guy spray-painting a wooden bench and dresser. The guy uses Krylon’s new technology to paint horizontally, vertically and “every angle in between,” according to the narration.

The spot will break with a national buy on network and cable channels. It also will direct viewers to a microsite, www.krylon.com/360, which provides additional information on the 360-degree spray tip and shows off the product’s fresh packaging.

“We got here through some consumer research that found two improvements users would like to see, and that was better control and a more comfortable way of painting,” said Jeff Petit, svp-brand development at Doner.

The campaign is a continuation of a theme Krylon has used since its inception in the 1940s, when it introduced a new variation on sprayers with ad copy that read: “No more blowing, no more clogging, no more spattering.”

Owned by Sherwin-Williams, Krylon spent $3.7 million on ads in the U.S. last year, per Nielsen Monitor-Plus.