Crown appoints Dinosaur to hunt down younger market

Crown Paints is aiming to build “cultural relevance” with the under 40s market, following the appointment of independent agency Dinosaur to lead the strategy.

The company, which offers a range of paint and woodcare products for both professional decorators and DIY consumers, has appointed the Manchester-based agency after a competitive pitch.

Dinosuar will be responsible for covering both of markets and was awarded the work after demonstrating its ability to “unleash the spirit of the challenger brand”. It will now devise a digital-first, social-led strategy that resonates with “trend-driven Millennials and younger audiences”, while still engaging tradespeople.

Crown Paints marketing director Amanda Bolton said: “We were looking for an agency that could think brand-first, bring real creative confidence and energy to our business, and treat trade and retail with equal respect.

“Dinosaur stood out with their fresh thinking, cultural fluency and challenger spirit, which is exactly what Crown Paints needs to take the next step in our ambitious growth plans.”

Dinosaur chief creative officer Mark Beaumont added: “Crown Paints is a household name, but being known isn’t the same as being chosen. Our job now is to inject Crown with creative confidence, unlock relevance with new audiences, and help it win a bigger share of mind – and basket – across retail and trade.”

With a heritage dating back to 1777, Crown’s head offices are based in Darwen, Lancashire, the same town in which it started. It also has a manufacturing site in Hull and a network of over 140 Crown Decorating Centre’s located throughout the UK and Ireland.

Crown has been owned by the Danish global coatings company, Hempel Group, since 2011.

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