For decades Minwax was the yellow can of stain in your father’s basement workshop or garage. This popular DIY product was marketed to men. Men used it and loved it. Woman saw it as brown gunk in can. We changed that. We saw a huge opportunity to transform Minwax from brown gunk in a can to a decorative tool that would appeal to women and allow them to express themselves with a sense of pride.

This emotional insight would expand Minwax users to woman and young adults, and transform Minwax into a category dominating lifestyle brand.