OBJECTIVE:

Introduce Behr Premium Plus Ultra as the first paint and primer in-one paint in Mexico. 

STRATEGY:

Dominate a void in the niche market of DIY consumers. ULTRA is ideal for Family Rooms, Living Rooms, Dining Rooms, Bedrooms, Hallways and Ceilings.

TARGET:

DIY Consumer at home.

CHALLENGE:

Increase sales with minimal same brand cannibalization. How to introduce an added value product, with no perceived unique value by the DIY consumer. 

 

BEHR

NOT JUST A PAINT. A SMART PAINT.

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CHALLENGE

Effectively communicate the advantages of purchasing  a paint that already includes the primer - fewer coats but higher price than regular paint – Most of the consumers do not use a primer, and usually do not understand the added value of paying a little more for a product that assures better quality and longer life. 
Efficiency and Savings over time.

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