To Paint Like a Pro, Prime Like a Pro
Zinsser’s national television ad campaign is based on two key facts: First, consumer do-it-yourselfers use primers less than professionals, who understand their value; and, second, professionals prefer Zinsser primers two-to-one over any other brand, according to a survey by PWC Magazine.

The 2007 “Prime Like a Pro” campaign follows a successful launch in 2006, as Zinsser Bulls Eye 1-2-3 primer sales achieved doubledigit incremental sales growth during last year’s campaign. The 2007 effort was launched on Memorial Day and will run into October on national cable networks and select college football games on ESPN. Other media include HGTV, DIY Network, The Learning Channel, A&E, Discovery Home and Fox Sports, all strategically chosen based on their reach with consumers who have painted interiors in the past 12 months.

RPM’s consumer businesses manufacture and market the leading brands in North America for small project paints, primer-sealers, caulks and sealants, wood finishes, auto restoration products and hobbyist products. These are but a few examples of their innovation in action.

Ahoy! A Pirate-Themed Makeover
When the decorative painters from the hit television show Extreme Makeover: Home Edition require special effects paints, they turn to Modern Masters. Used in a half-dozen episodes, Modern Masters’ products have helped transform ordinary rooms into extraordinary — including a pirate-themed bedroom with mural (below). On it, pirates become ghostly skeletons thanks to black light-activated Wildfire Ultraviolet Sensitive Paint.

Varathane Takes On the Competition - Head to Head
Varathane holds the number two position within the wood care category, yet its stains far outperform the market leader in terms of depth, richness and color. To gain market share, Varathane’s marketing strategies focus on a direct comparison of its stains to the competition. An innovative and proprietary combination of soya oil and premium pigments allows the stain to penetrate deeply into the wood. The result: independent research confirms that consumers prefer Varathane’s stain colors two-to-one over the competition.