audience targeting

brand expression

in-store collateral and merchandising

Photo and Video Production

strategic planning 

audience strategy and dimensionalization

Minwax posed one of the more interesting problems that we’ve been asked to solve: How do you increase the market share of a category leader?

To meet this new challenge, the team at BMDG worked with Minwax 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—displacing a competing brand, and increasing Minwax’s sales over 40 percent, year-over-year.


Pratt & Lambert

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