Jotun's Kids Collection: Letting kids take the lead on how to paint and decorate their own rooms.

To get consumers involved in the category, we had to focus on functional benefits. But how do you make them interesting enough?

Selecting the most relevant product benefit: Washability

For all of us who have kids, you know that when you leave them alone even for 5 seconds, they’ll go directly to your walls and draw on them.

Hence, you’ll highly appreciate washability.

Kids are the most creative age group

When it comes to creativity, there’s no other age group like kids. However, adults tend to restrict their creativity and make most of the decisions about the little one’s lives.

So, when it comes to kids’ rooms, parents are the ones who tend to design it and pick the paint, colour and decoration.

But, we believe that a kid could do a better job.

Approach: To focus on kids instead of adults.