Lick, the colour-centric home décor brand, is not new to disrupting the decorating category and has just unveiled its latest campaign to mark the arrival of Lick Supreme Ultra Flat Matt, the brand’s highest-performing paint yet – and the one paint that can be used across your whole home.
The ad campaign is the biggest yet from the brand and is running across London, Manchester and Bristol. Heroing Lick Supreme’s quality and versatility by positioning it as ‘The One’. The only paint customers need for walls, woodwork, radiators, kitchens, bathrooms and beyond (see what we did there…)
The creative approach takes a bold new direction, blending relatable dating references, ‘Likes to get steamy: moisture-resistant paint that effortlessly handles steamy spaces’ and ‘Won’t waste your time: paint with total coverage in fewer coats’ with rich, colour drenched visuals to emphasise the search for ‘The One’ in both finish and colour, with Lick Supreme Ultra Flat Matt available in all 100 of Lick’s signature colour range.
Bold colour backdrops in four of Lick’s signature colours, Beige 02, Blue 01, Green 05 and Red 06, bring these features to life, while reinforcing Lick’s mission to make decorating simpler, more stylish and smarter by being the only paint you need.
Building on Lick’s distinctive creative style, this year sees the brand double its OOH footprint with roadside, bus stop and rail placements and scale up with more high-traffic large formats.
The multi-channel campaign includes OOH placements across 3 major UK cities, digital ads and PR activity with partners such as Sara Pouri (freelance Creative Director), EMERGE, JCDecaux and Lairn & Good Company.
There is also an in-person activation to help renovators and decorating enthusiasts ‘find The One’ with a series of ‘speed painting’ workshops, from finding the perfect paint colours with the LickStudio Colour Experts, to professional decorating tips to make the task easier and more enjoyable (and avoid any arguments with your significant other). We’ll also be focussing on the art of colour drenching, because when you find the one, why just stop at your walls!
The campaign highlights Lick Supreme’s USPs, including its Class 1 Scrub Rating for ultimate durability, moisture-resistant technology, and multi-surface coverage, all wrapped in a sleek Ultra Flat Matt finish.
Rachel London, Chief Marketing Officer at Lick said: “In a world where decorating choices often overwhelm, we want to tell everyone about Lick Supreme, the answer to ‘paint paralysis’. We’ve launched one paint that you can trust to do it all to a very high quality, from radiators to bathrooms and bedroom walls, they can now all be painted in a luxe ultra flat matt finish. ‘The One’ campaign is an exciting next step in Lick’s brand evolution – bold, playful and inspiring, to continue to encourage our customers to decorate with confidence.”
Lick Supreme Ultra Flat Matt is available now at B&Q and the Lick website.
