The company Melon makes its paints targeted specifically towards houses in hotter climates. They specialize in paint formulas that hold up very well in hot regions of the world. Their color palette is a similar tropical splash – like mint, chalk, apricot, khaki, forest, lilac and rose.

Create awareness for their special new formula that dries in 10 seconds and is particularly designed to last years in hot tropical climates, both inside and outside. The campaign should emphasize the great color choices available and the durability of the formula. The formula is introduced in a special earth tones palette as well as the flagship color rose.

Rose (#A88084), Dusk (#AA9392), Chocolate (#6A6361), Ice (#DADFE2), Mint (#BACDB6), Forest (#204223), Cerulean (CCD8EA), Aegean (#9CB1CA), Stone (#777F92)

Key message is 10 second drying formula, that is endurable, which makes it marketable to houses that are exposed to harsh sun, wind and rain. All media vehicles should emphasize how it can be applied to various surfaces, honing in on the brand message of superior technology and efficiency. Aesthetic is modern and sophisticated.

Primarily geographic:

southern parts of the United States, Mediterranean regions, cities in South America and south Asia.

Demographics:

$70k+ annual earnings; 20-60year olds; homeowners

Owned Social Media: 10%
Paid Social Media: 30%
Print Ads: 20%
TV Commercials: 15%
Influencer Activity: 15%
In-store Campaign: 10%

New logo designed for a sleek, modern look for the pastel color rollout. Poster for Rose and magazine spots for the earth tones.