Paints and stains are a slow growth category in North America, increasing by about 1% each year. Most gains come from people switching brands versus brands relying on the category to drive growth.

For Cabot, we targeted those who believe their deck is indoors. We launched a creative platform called Character Runs Deep to celebrate Cabot as the choice for those with elevated tastes. We likened it to listening to vinyl, drinking fine Scotch, and smoking Cuban cigars and brought the campaign to life with lush colors, rich textures, and a celebratory tone that featured the character of the product and the character it brought out in the wood.

For Thompson’s, we rallied around the product’s simplicity. It comes off-the-shelf, no mixing, has five simple colors and applies well with minimal preparation. We launched a creative platform called Protection. Simply put. that reduced staining a deck into three easy steps: prep, apply, relax. We used a minimalist illustration style and fantastical scenarios to further enforce how easy it is to seal your deck with Thompson’s.

We dove into the data and found that the audiences were the same and the brands’ retail footprints were similar. Cabot commanded a higher price and had more colors. Thompson’s sold more volume and kept its colors streamlined. But the real insight wasn’t about the product or brand, it was peoples’ attitudes about their outdoor living space:

· Some saw their deck as an extension of their home. Another 300 square feet to entertain, read, live and enjoy. They bought furniture that was comfortable. They installed speakers and TVs. They made outdoor kitchens. In other words, they brought the inside out.

· For others, it was just a connection between their home and their backyard. It was a place for their (old) grill. A place to store firewood. A makeshift kennel for their dog. For them, it was an extension of their yard.

One person wanted to add character to their home, and the other just wanted to maintain their deck. Fortunately, we had the perfect product for each type of owner. Cabot’s oil-based stains can bring out the unique character of wood. Thompson’s water-based stains are easy to buy and apply, giving you maximum protection without the hassle.

The new positioning paid off immediately. National retailers like Lowe’s, who had largely only stocked Thompson’s WaterSeal in the past, were eager to take on both brands as their entry-level and premium options. In the program’s first year, Sherwin-Williams inked an exclusive deal with Lowe’s that fueled more than 37% growth year over year. Other retailers saw an increase as well, with regional players like Menards posting a 5% increase and national brands like Walmart posting a 20% increase.