The main challenge is to shift Royal Talens' aging customer base to a younger audience. Despite offering high-quality products, they lack recognition outside the art community. By trying to appeal to everyone, the brand risks losing focus and relevance. Without strong visual branding, their sub-brand, Amsterdam All Acrylics, remains unfamiliar to many. The goal is to create campaigns for specific sub-brands, targeting Dutch creatives without an age limit, but with a focus on younger consumers.
Amsterdam All Acrylics offers durable, vibrant paints, but younger generations are moving toward digital art. Research shows that social media and word of mouth are key to reaching them. Many people recognize the brand through its Red Label packaging.
My idea is to inspire younger audiences to use Amsterdam All Acrylics by leveraging nostalgia from their school art experiences. The campaign aims to evoke a sense of nostalgia by referencing the iconic Red Label of Amsterdam All Acrylics – a symbol that holds a special place in our memories from childhood days.
Name: AAA Campaign
Date: January, 2024
Date: January, 2024