Minwax posed one of the more interesting challenges that we’ve been presented with at BMDG: How do you increase the market share of a product line that already owns a category? To meet this new challenge, the team at BMDG worked with the Minwax team to identify three key consumer segments, each with very different expectations and skill levels.
We then reconfigured Minwax’s product assortment, planogram, and messaging strategy to create shoppable displays and collateral for each user group. This included a lot of creative, including a beauty book designed to inspire DIY décor projects and bring incremental sales to the category. The results of our efforts speak for themselves: We displaced a competing brand out of the store, and Minwax’s sales are up 40 percent year over year.