MRO Magazine

Purdy®’s New Campaign Heralds Brand’s Innovative History and Puts an Emphasis on Education, with an Unexpected New Approach


May 20, 2015
By Business Wire News

CLEVELAND

For decades, Purdy® applicators have been the preferred product choice for professional painters and this year, Purdy is evolving and establishing a new brand voice.Purdy’s latest campaign will help engage a new audience and educate paint enthusiasts about the key benefits of Purdy products in a way that is both informative and humorous – an unexpected role for Purdy!

The campaign will kick-off with a video on www.purdyhouseofpaint.com as well as Purdy’s social media channels. The video will take the audience on an interactive and educational journey through a world befitting of the Purdy brand in which the viewer tours through a succession of humorous scenarios, each revealing a new facet of Purdy’s unique benefits. A series of comical how-to videos will continue the overall tone from the long-format video, using humor to fully engage consumers and make product education enjoyable and entertaining. This new comedic approach to how-to videos marks a first for both the brand and the category, once again establishing Purdy as a pioneer in the industry. The how-to videos will seamlessly guide viewers through step-by-step directions that ultimately generate a customized, downloadable shopping list and store directory.

“As the overall customer landscape evolves, so does the Purdy brand. Our brand continues to prioritize the demanding needs of our current customers, but we are also focusing efforts on attracting new users who may not be familiar with the brand and the quality it delivers,” said Marcelo Orchon, Product Manager for Purdy. “Using pop-culture and tongue-in-cheek humor to resonate with a younger audience is a first for our brand. With our new campaign, we’ve kept the focus on what’s important – the unshakeable quality of our products – but we’ve changed the tone of voice and the means of communication to make a true connection and a memorable impression.”

While the way Purdy is delivering the message has changed, one thing that will never change is the brand’s commitment to quality. Purdy is nurturing brand loyalists and delivering on the same great product benefits consumers have trusted for years. Additionally, in an effort to grow, the makers of Purdy products seek to reach a new audience with messaging that reinforces that Purdy is the perfect applicator for the perfect finish.

About Purdy

Purdy is the leading manufacturer of professional painting applicators for paint and decorating projects, delivering innovative products that provide the perfect finish. Since 1925, professional painters and skilled do-it-yourselfers have looked to Purdy for high-quality, handcrafted tools. Purdy offers premium paintbrushes, roller covers, extension poles, surface preparation tools and paint accessories for almost every application. Purdy strives on its commitment to quality, durability and performance. PROS demand… PURDY delivers.

For more information, check us out at www.purdyhouseofpaint.com

DeVries Global
Elizabeth Wolfsthal, 212-546-8613
ewolfsthal@devriesglobal.com