The "Colour Experiments - The Kindergarten" campaign by Hempel, launched in Saudi Arabia in 2015, strategically emphasizes the psychological impact of color on human behavior, particularly focusing on children. The brand proposition centers on Hempel’s promise that their decorative paints do more than beautify spaces—they actively influence mood and behavior, underscoring the functional value of color in everyday environments. By showcasing how specific colors can positively affect children's behavior in a kindergarten setting, the campaign elevates the product from a mere aesthetic choice to a purposeful element in shaping well-being and social interaction.
From a market strategy perspective, the campaign leverages an insightful behavioral angle to connect with its audience—primarily parents, educators, and homeowners—who are increasingly interested in purposeful design that enhances living or learning environments. The creative approach uses a narrative format to demonstrate real-world applications of Hempel’s paints, making the benefits tangible rather than abstract. This narrative not only educates viewers on the psychological effects of color but also establishes an emotional link by highlighting children's improved behavior, a relatable concern for the target market. The use of digital media with a single focused asset allows the campaign to reach a contemporary audience via accessible platforms like YouTube, where it accrued substantial views, reinforcing brand awareness in the household product segment. Overall, the campaign’s strategic insight into color psychology and its practical demonstration positions Hempel as a thoughtful, scientifically informed choice in the competitive decorative paint industry.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
The campaign's core promise is to visually show “how colours can change your kids' behaviour!” and “how colours can have a real effect on human behavior,” as specifically stated in the YouTube metadata and campaign descriptions. There are no indications of a competitor, testimonial, celebrity, or narrative arc where a problem is resolved by the product; instead, the campaign centers on a kindergarten context as a real-life experiment or set-up. This format is consistent with a Demonstration: the campaign appears to directly depict Hempel's paint colors in action, providing observable evidence of their impact on children's behavior in a relatable environment, thereby highlighting the product’s functional benefits in a straightforward, experimental manner.
1. Jotun – Market Positioning
Jotun positions itself as a premium paint and coatings brand emphasizing durability and environmental sustainability. It is known for innovative products tailored to extreme climates, with strong expertise in decorative, protective, and marine coatings. Jotun differentiates through extensive R&D, vibrant color palettes, and a commitment to eco-friendly solutions, appealing to both professional contractors and homeowners in the Middle Eastern market.
2. Al-Jazeera Paints – Market Positioning
Al-Jazeera Paints focuses on delivering quality, affordable, and locally relevant paint solutions in the Saudi Arabian market. It leverages its deep regional market knowledge to provide durable, weather-resistant products that suit local environmental conditions. The brand strengthens customer loyalty through strong after-sales support, expansive distribution, and targeted marketing that resonates with regional cultural preferences.
3. National Paints – Market Positioning
National Paints positions itself as a trusted regional leader focusing on innovation and versatility in decorative and protective coatings. The brand highlights sustainability and user-friendly formulations, catering to both residential and industrial markets. National Paints’ strategy includes customization and collaboration with distributors to meet the diverse needs of Middle Eastern consumers and businesses.
4. Berger Paints – Market Positioning
Berger Paints differentiates through a heritage of craftsmanship combined with cutting-edge technology, offering a wide range of interior and exterior paints that emphasize high-performance and aesthetic appeal. The brand targets both premium and mass segments, focusing on rich colors and long-lasting finishes. Berger leverages strong marketing campaigns and engagement with professional applicators to maintain a competitive edge.
5. Caparol Paints – Market Positioning
Caparol positions itself as an expert in innovative and environmentally friendly paints and coatings with a focus on sustainability and building protection. The brand appeals to sophisticated customers seeking high-quality, sustainable solutions, offering superior insulation and energy-efficient products. Caparol’s strategic angle centers on technical excellence and eco-conscious innovation, supported by targeted B2B and consumer communication in the Saudi market.
Q: What is Colour Experiments - The kindergarten about?
A: Colour Experiments - The kindergarten is a digital campaign launched in 2015 by Hempel in Saudi Arabia, created in partnership with Ogilvy and produced by umbrella.tv. The campaign centers on a real-world experiment in a kindergarten, visually demonstrating how different paint colors can influence children's behavior. Through a compelling video asset, Hempel positions its decorative paints as tools that go beyond aesthetics, highlighting their psychological impact in educational environments. The campaign was distributed in English across digital platforms, aiming to engage parents, educators, and homeowners with an interest in purposeful design.
Q: What creative device does Colour Experiments - The kindergarten use?
A: According to Clapboard's 12-format taxonomy, Colour Experiments - The kindergarten employs FORMAT#1 DEMONSTRATION. This creative device directly showcases how Hempel's paint colors work by providing observable evidence of their effect on children's behavior in a kindergarten setting. The campaign eschews narrative resolution or celebrity endorsement, instead focusing on a straightforward, experimental demonstration that makes the product’s functional benefits tangible for the viewer.
Q: What is the campaign proposition for Colour Experiments - The kindergarten?
A: The campaign proposition for Colour Experiments - The kindergarten is that Hempel’s decorative paints are more than just visually appealing—they actively shape mood and behavior, particularly in environments where children learn and grow. Targeting parents, educators, and homeowners, the campaign leverages the science of color psychology to position Hempel as a thoughtful innovator in the house and garden sector. By demonstrating the real-world impact of color choices, Hempel underscores its commitment to purposeful design and the well-being of its customers.
Q: How does Colour Experiments - The kindergarten rank in Clapboard's archive?
A: Colour Experiments - The kindergarten holds a Clapboard Campaign Score of 70/100. This score reflects the campaign’s creative ambition, execution quality, and its relevance within the cultural and market context, as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Hempel's category?
A: In the decorative paints and coatings category, Hempel competes with several key brands. Jotun is recognized for its premium positioning, emphasizing durability and environmental sustainability with a focus on innovation for extreme climates. Al-Jazeera Paints leverages regional expertise to deliver affordable, weather-resistant solutions tailored to local preferences. National Paints is known for its versatility and user-friendly, sustainable formulations, serving both residential and industrial markets. Berger Paints combines a heritage of craftsmanship with advanced technology to offer high-performance, aesthetically rich products. Caparol appeals to customers seeking environmentally friendly, technically advanced paints, with a particular focus on sustainability and building protection in the Saudi market.
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