During the pandemic, the home decor market in the UK was booming.

But luxury paint brand Farrow & Ball had both brand and product perception issues to overcome if they were going to persuade a sceptical audience and reap their share.

This is the story of how Farrow & Ball switched their attention to an unsung ‘sub-brand’, sold 79% more of it year-on-year and in doing so, changed the way a new audience viewed them as a
whole.

In 2020, it was time to face up to a behaviour happening behind Farrow & Ball’s back. Colour-matching. Having a cheap imitation of a Farrow & Ball colour mixed by a competitor. 33% of our growth audience were doing it. They wanted a taste of Farrow & Ball’s famed colours without the perceived sacrifice in durability they believed it would entail.

Putting the spotlight on Modern Emulsion was the answer. It didn’t have the fame of the brand’s signature finish, but it was both wipeable and washable. It was our opportunity to change some minds...