Rust-Oleum Promotes New 'Spray' to DIY Demo

by Fern Siegel , May 4, 2023

Paint and coating product manufacturer Rust-Oleum has a new campaign to promote its 5-in-1 spray nozzle.

"The Dawn of a New Spray," by Indianapolis-agency Young & Laramore, showcases the product's many options.

To keep the effort accessible, the campaign utilizes a WebAR platform, making it easy to use without having to download an app. The campaign also includes a microsite, which drives ad traffic directly to the AR experience.

In-store QR codes drive shoppers to a custom AR module, where they could try out the spray patterns for themselves. Y&L created five 3D models, each highlighting a different challenge the new 5-in-1 nozzle can help solve. Users can follow a guided experience or choose “Free Spray” mode to play and explore at their own pace.

“This campaign marks an exciting moment for spray paint lovers and newbies alike,” said Mark Wilgen, senior director, product management of small project paints, Rust-Oleum. “Finally, there is a spray paint solution that can deliver more control and choice, all in one can.”

“This new tool puts the power back into the hands of the DIYers to choose how they want to complete a project, with just one dial,” adds Wilgen.

Young & Laramore's clients include Farm Bureau Insurance, American Standard, Brizo and Paddletek.

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