Global research into how consumers prepare for painting tasks – research, shop, purchase, execute – provided valuable insights into key triggers and unmet needs across the entire consumer experience.
It also provided the impetus for Wagner to expand their focus from exterior painting and male DIY’ers to a significant but underserved segment – females. Distinctions in packaging formed around exterior, interior and prep tasks.
Consumer voiced key information elements found prominence on the packaging which also took on a more gender neutral color palette.
The net ShelfEffect was a 50% sales increase in test stores.