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GLIDDEN brand launches ‘Real Is How We Roll’ campaign, speaks the truth about paint

Campaign provides DIYers with real-life approach to painting projects

This spring, GLIDDEN® paint by PPG is launching the “Real Is How We Roll” creative campaign.
newsroom.ppg.com/glidden2017 for campaign videos and additional materials.

CRANBERRY TOWNSHIP, Pa., May 11, 2017 – Let’s get real: the paint industry is filled with complicated jargon, difficult-to-follow directions and “fake” paint news, putting pain into painting for consumers. GLIDDEN® paint by PPG is coming to the rescue of all do-it-yourself (DIY) painters, with the long-awaited declaration that "it's just paint." This spring, the Glidden brand is launching the “Real Is How We Roll” creative campaign to simplify paint industry “lingo” and provide consumers with clear, relatable messages on paint features to help them tackle upcoming paint projects.

The “Real Is How We Roll” campaign will promote the Glidden brand as the “anti-paint paint brand” – a disruptor in the paint category. Building on the Glidden brand’s “it’s just paint” attitude, the campaign features relatable scenarios and offers a candid perspective on situations that could potentially create stress for painters, to provide guidance that will ring true among DIYers and professionals alike.

Glidden paint is for DIYers who value learning and take pride in doing,” said Dave Marecic, marketing manager for the Glidden paint brand of PPG. “They favor rolling up their sleeves, even if it’s not fun.”

Pushing back on perfection and lowering the stakes for DIY painters, Glidden paint will ask consumers, “Can you tell the difference between a $50 gallon of paint and a $25 gallon of paint?”

The answer: “Probably not. In fact, according to independent tests, some Glidden paint products perform as well or better than more expensive products. After all, it’s just paint,” Marecic said.

“When it comes to the paint industry, complicated jargon can be distracting and confusing, often reducing consumers’ confidence in themselves and their projects,” Marecic said. “We know that painting can be tough, and it’s about time someone called it like it is. Glidden paint is partnering with DIYers to show them it can be easy to create a look you love at a price you love.”

The campaign’s colorful messaging will spread across media including Instagram, Pinterest and Facebook, with all communications relating back to one core theme: the Glidden brand offers premium paint without the premium price.

Check out more about Glidden paint and the “Real Is How We Roll” campaign at glidden.com and newsroom.ppg.com/glidden2017, and like and follow Glidden paint on Facebook at www.facebook.com/glidden, on Instagram at @GliddenPaints and on Twitter at @glidden_paint.

Glidden paint offers a real approach to painting, spreading the truth and lowering the stakes on DIY projects. Confidently backed by the expertise and technology of PPG, a global leader in paints and coatings, the Glidden brand believes everyone deserves premium paint without a premium price. Glidden paint is available at THE HOME DEPOT®, WALMART® and independent retailer locations nationwide.

PPG’s architectural coatings business in the U.S. and Canada is an industry leader in residential and commercial coatings, delivering the latest technologies and operational advancements through its strong portfolio of brands. It manufactures and sells interior and exterior paints, stains, caulks, repair products, adhesives and sealants for homeowners and professionals. Its distribution network includes more than 15,000 touchpoints through company-owned stores, independent dealer locations and all major home improvement centers across the U.S. and Canada. For more information, visit ppg.com/ac.

At PPG (NYSE:PPG), we work every day to develop and deliver the paints, coatings and materials that our customers have trusted for more than 130 years. Through dedication and creativity, we solve our customers’ biggest challenges, collaborating closely to find the right path forward. With headquarters in Pittsburgh, we operate and innovate in more than 70 countries and reported net sales of $14.8 billion in 2016. We serve customers in construction, consumer products, industrial and transportation markets and aftermarkets. To learn more, visit www.ppg.com.

Glidden is a registered trademark of the PPG Group of Companies.
We protect and beautify the world is a trademark and the PPG Logo is a registered trademark of PPG Industries Ohio, Inc.
Walmart is a registered trademark of Wal-Mart Stores, Inc.
The Home Depot is a registered trademark of Homer TLC, Inc. and is used under license.

PPG Media Contacts:
Greta Edgar
Architectural Coatings

Katie Kirkpatrick
Architectural Coatings