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Dutch Boy Paints
Twist & Pour Container Launch
For years, the only thing worse than watching paint dry was dealing
with the mess that accompanied a painting project. Enter the Dutch
Boy Twist & Pour paint container—an all plastic, twist
on/twist off package that was easy to hold, easy to open and easy
to pour.
A “What a Neat Idea!” launch theme was created, along
with an all-encompassing public relations campaign that included
a media kit, informational dimensional mailer, a video news release,
a New York media tour and co-op broadcast satellite media tours.
The result was placement in 30 major, national consumer magazines
and 60 of the top daily newspapers, as well as coverage on Good
Morning America and HGTV. The product was also named as “Product
of the Year” by USA Today, Business Week, Good Housekeeping,
Home, Better Homes & Gardens and Handy Magazine. Sales of Dutch
Boy’s Dirtfighter paint line (the product featured in the new
container), increased the company’s overall market share by
a significant margin in a long-established, normally flat industry.
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