Sir Terence Conran, dubbed as the ‘godfather of British design’ has enlisted the help of Smoking Gun Public Relations to launch a new luxury paint range, Paint by Conran, which is revolutionising the way paint is sold.
Taking a fresh look at the sector, Paint By Conran has developed a product range and marketing collateral designed for the audience that predominantly dictates home purchases, women. From delicately designed paint tin labels, to tester pots which look akin to high end cosmetics, the brand is set to appeal to women of taste.
In another step change for the industry, Paint By Conran will be delivering the paint direct to customer’s homes, along with a range of other ‘partner’ benefits. This innovation is opening the door for quality department stores to stock paint ranges for the first time as the shelf space is so minimal.
The agency won a competitive pitch to deliver an integrated PR campaign concentrating on introducing the new paint range to the discerning British public who is looking for an interior colour way that has been inspired by British plants and landscapes. The range offers five collections of complementary colours available to order at www.paintbyconran.com or via independent retailers.
Sir Terence Conran said: “I have always been passionate about colour because it adds flavour to life and can have a profoundly positive impact on our mood. Colour and paint have always been a part of my life, as my father was a paint maker, so it’s wonderful to have been able to bring them together with Paint by Conran”.
Smoking Gun has seen rapid growth in the homes, interior and gardens sector since its launch in 2010 with this recent client win extending its already rich palette of home and interior brands.
Smoking Gun managing director Rick Guttridge added:
“Conran is a British institution, so when we were approached to launch a new concept for the company we jumped at the chance. Already working on a number of home and interior clients, this is a perfect fit to our existing client list and it’s been an honour and inspiration for the team to meet and hear from Sir Terence. This is a very exciting opportunity to launch a luxury brand with a very high quality product. The high end paint leaves a finish that ages exceptionally well and leaves a room’s colour looking superior for many years, so we know how well received the product will be. We look forward to making Paint by Conran an iconic brand via a range of campaigns which will support the quality proposition”.