• by Tanya Gazdik , March 4, 2012

Ace Hardware is hoping to increase consumer awareness of its paint department.

“Find Your Soul Paint” is the Oak Brook, Ill.-based retailer's first-ever fully integrated campaign dedicated entirely to paint.

In researching for the campaign, Ace discovered that most consumers want and need “validation and guidance” in the color selection process. Consumers have come to believe that "do it yourself" means "do it alone." Ace recognizes that the color selection journey is a very personal process -- an expression of its customers' own unique style.

The “Find Your Soul Paint” campaign features colors from Ace's new paint brand -- Clark+Kensington -- a premium line of paint and primer in one, offered in both interior and exterior formulas, available exclusively at Ace. The paint line features 120 new colors.

The campaign “personifies Ace's helpful nature by demonstrating our ability to listen to the needs of our customers and by helping them to navigate the color selection journey," said John Surane, senior vice president, merchandising, marketing, advertising and paint for Ace Hardware Corp., in a release.

Included in the campaign are national TV and print, targeted online, radio spots and online videos.

In the TV spot, viewers meet a woman who comes to Ace with a color in mind. As she tries to explain the color she wants, she has difficulty articulating her vision for the color. With an intuitive Ace associate guiding her along the way, she wades through the choices to arrive at "the one" color of her dreams -- her soul paint.

The online videos include 30 humorous, mocumentary-style videos that highlight the personas of 10 different paint colors from the Clark+Kensington color palette through candid interviews, brief introductions and dating scenes. All of the videos are featured on Ace's Facebook site. The personas also will be seen on in-store signage, print advertisements, and emails to members of the Ace Rewards customer loyalty program.