Part of being a great Challenger is about thinking about opportunity differently: like looking for ways to stand out that a Market Leader or Incumbent might not consider. Perry from BigFish has talked to us previously about the power of thinking differently about packaging and we have just stumbled on a little challenger who has set out to do exactly that: Waldo Trommler Paint.
As a small Finnish company launching themselves in the US they didn’t have the luxury of their competitors’ huge advertising budgets- in fact they didn’t have much budget at all. Where others may have seen impending commercial failure- WTP saw heaps of opportunity. The question: where was nobody else Innovating? The Answer? On the shelves.
Inspired by defining themselves as fun and friendly ‘decorating assistants’, rather than ‘sellers of paint’, they knew that if they didn’t stand out on the shelf they didn’t stand a chance. So they funneled all their efforts into very striking packaging- the result of which genuinely looks, and feels, like nothing else in the decorating aisle at the moment. A great example of how to really use Visual Identity to your advantage when you don’t have the luxury of big advertising budgets.
Whilst this was a necessity for WTP – whether you have unlimited resources at your disposal or not - this type of thinking needs to be second nature for any business that wants to think and act more like a Challenger.
Now if only they could sort out their seo, we’d be able to find their website…