Farrow & Ball had a perception problem, considered by many as haughty, aloof and a bit posh. That coupled with the high price tag and the perceived lack of durability it made it almost un-buyable for your average family. The internet was a wash with how un-washable the paint was, from social media to SNL, who even did a sketch on its inability to stand up to even the slightest touch. However with Modern Emulsion, the brands wipeable and washable formula it had the silver bullet - to not only prove the doubters wrong but also wipe away some of

Use the launch of Farrow & Ball's most washable and wipeable paint to date to address the brand's quality perceptions with a new, more mass audience. Doing so would mean winning over an audience who not only believe that Farrow & Ball paint doesn't stand up to the tests of modern life, but openly discuss it on internet forums like Mumsnet. They also see the brand as stuffy, lofty and while aspirational, not very likeable. As such, this was a brief to change both perceptions of the product and the brand, and ultimately, sell a load of new paint.

‘Relax, it’s Modern Emulsion’ dramatised the anxiety that homeowners might feel after having painted their homes (and the lengths they might go to)to protect their newly painted walls), before reassuring them that with washable and wipeable Modern Emulsion, they had nothing to worry about.

With so many detractors on forum boards across the internet we knew that the only way to prove ourselves was to make them believe it with their own eyes. Pulling some of the most damning of quotes from the depths of social media, we quote people’s condemnations on beautifully painted Farrow & Ball walls, only to then wipe them off - not only ridding the internet of such negativity but showcasing just how hardy Modern Emulsion is.

The campaign launched in September and ran until March of this year. We used multiple executions to showcase the variety of stains that Modern Emulsion stood up to. We used social, digital, VOD, DOOH and print as core channels for the campaign, ensuring that our ads ran in key decor titles as well as in decor and homestyle shows on VOD.

79% YoY sales increase for Modern Emulsion.

For the first time in the brand’s history, Modern Emulsion outperformed Estate Emulsion.

To account for the effect the pandemic was already having on sales, we calculated a lockdown base and compared Modern Emulsion’s performance during the campaign to it. The lockdown effect accounted for an average 29% increase in sales across pre-campaign weeks, meaning the campaign drove an outperformance of 50% YoY.

157% YoY spike in new customer spend on Modern Emulsion.

70% of all social media engagement with Farrow & Ball in the first 90 days of the campaign mentioned ME.

A ‘sub brand’ changed the way DAs saw Farrow & Ball. As seen via an increase in key brand metrics with DAs

‘Wipeable/Resilient to Daily Wear and Tear’ increased 16%

‘Looks Newer for Longer’ increased 14%

‘Relevant to Me’ increased 18%

Relevant to my Home increased 20%