© 2017 by Ken Musto. 

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.

THE CAMPAIGN

A brand transformation put Minwax at 85% market share.

MEDIA

 OUTDOOR BILLBOARDS

DIGITAL ADVERTISING

TV COMMERCIALS

PLANE TOWS

RADIO COMMERCIALS

DIGITAL VIDEOS

 SOCIAL MEDIA

WEB / MOBILE DESIGN

RICH MEDIA

PR EVENTS