Develop TV advertising to communicate what Bella & Birch is and why it is right for our target consumer; create a :60 DRTV spot that includes “what is it” communication - B&B is patterned paint that is applied to your wall dry. Benefit: B&B helps you create beautiful walls with a rich, designer style you can do yourself. Reasons To Believe: Adds depth and richness to your walls with unique patterns and stylish colours; B&B is simple to apply (easy to fix mistakes/minimal mess); decorate or paint right over B&B; it’s washable and durable; 90-day “love the look of your wall” guarantee.

Armed with insights about the target, our objective was to create a commercial that educated and inspired consumers. From technology to application process to end results, everything about Bella & Birch is interesting and exciting. Honing our message to celebrate the variety of end results achieved with Bella & Birch was critical to creating strong recall and converting interest into sales. At the same time, however, we employed a :60 so that we could communicate many of the product's Reasons To Believe. Creating a key visual that explained "what it is" succinctly was an integral part of the commercial's success.

The Bella & Birch :60 entitled “Neighbours” achieved one of the highest ASI scores for a P&G home care product ever; it literally scored off the charts. Against the target consumer, “Neighbours” achieved a copy effect index of 321, a persuasion index of 234, and a recall of 137. In addition, in market, “Neighbours” shortened the purchase decision cycle and increased sell-through while raising awareness among target consumers to over 60 percent.