WHAT’S IN A PAINT NAME?


CIL Paints is betting that giving wall colours such as those featured in this home theatre room names like Bacon or Hockey Puck would get men more interested in painting. The actual paint names shown are CIL’s Spice Island (00YY 19/464) on the left wall and Dark Secret (00NN 05/000) on the right.

CIL Photo

Want to Get Your Man On Board with a Paint Job? Start by Calling your Yellow Wall Colour Choice ‘Beer’ Instead of ‘Butterscotch’

CIL Paints sets out to cater paint names to a male audience

August 4, 2011 – Putting Green versus Pixie Palace. Beer versus Butterscotch. Blue Jeans versus Periwinkle Blue. Which paint colour would sooner have your man picking up a paintbrush to give your walls a lift?

Leading Canadian paint brand CIL Paints is betting that giving paint names a masculine label will get men more excited about the painting process.

“Studies show that while a larger percentage of women tend to choose paint colours for their home, it’s often men who give the colours a final nod and then go on to spearhead the project,” says Alison Goldman, Marketing Communications Manager for CIL. “In an effort to get men more enthusiastic about painting projects, CIL is launching a campaign to involve them from the get-go.”

To this end, CIL is calling upon Canadian men to rename any existing CIL paint colour according to their preference, and Canadian women to give current colours names that better appeal to their men.

All participants need to do is submit their suggestions on CIL’s Facebook page and get the most votes from the public. The paint names that garner the most votes will be compiled into a special brochure alongside CIL’s existing display of more than 1,200 colours. What’s more, the most popular selection will yield the winner a $10,000 home theatre makeover powered by Klipsch.

“The bottom line is that choosing paint colours isn’t black and white,” says Goldman. “When it comes to painting names, it’s all about the emotional connection and our research shows that men and women tend to relate to paint names differently.”

To participate in the campaign – which runs until September 30 – visit CIL on Facebook or http://www.cil.ca for more details. To watch a video of men’s responses to different paint colour names, go to YouTube and key in “Paint Chip Names for Men.”

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