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PPG’s Glidden Paint Unveils “Real Is How We Roll” Campaign

By: Catherine Diamon

Let’s get real: the paint industry is filled with complicated jargon, difficult-to-follow directions and “fake” paint news, putting pain into painting for consumers. GLIDDEN paint by PPG is coming to the rescue of all do-it-yourself (DIY) painters, with the long-awaited declaration that “it’s just paint.” This spring, the Glidden brand is launching the “Real Is How We Roll” creative campaign to simplify paint industry “lingo” and provide consumers with clear, relatable messages on paint features to help them tackle upcoming paint projects.

The “Real Is How We Roll” campaign will promote the Glidden brand as the “anti-paint paint brand” – a disruptor in the paint category. Building on the Glidden brand’s “it’s just paint” attitude, the campaign features relatable scenarios and offers a candid perspective on situations that could potentially create stress for painters, to provide guidance that will ring true among DIYers and professionals alike.

“Glidden paint is for DIYers who value learning and take pride in doing,” said Dave Marecic, marketing manager for the Glidden paint brand of PPG. “They favor rolling up their sleeves, even if it’s not fun.”

Pushing back on perfection and lowering the stakes for DIY painters, Glidden paint will ask consumers, “Can you tell the difference between a $50 gallon of paint and a $25 gallon of paint?”

The answer: “Probably not. In fact, according to independent tests, some Glidden paint products perform as well or better than more expensive products. After all, it’s just paint,” said Marecic.

“When it comes to the paint industry, complicated jargon can be distracting and confusing, often reducing consumers’ confidence in themselves and their projects,” Marecic said. “We know that painting can be tough, and it’s about time someone called it like it is. Glidden paint is partnering with DIYers to show them it can be easy to create a look you love at a price you love.”

The campaign’s colorful messaging will spread across media including Instagram, Pinterest and Facebook, with all communications relating back to one core theme: the Glidden brand offers premium paint without the premium price.

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