Ace kicks off Paint Studio campaign

Ace Hardware has rolled out what it's calling its biggest ad campaign ever to promote the co-op's new Paint Studio offering.

And if the ads look like a high-end cosmetic commercial, that's by design. The campaign, jointly developed by Ace and Valspar, is called "Helpful is Beautiful." [Watch the commercial here.]

The Paint Studio is launching nationally this month at more than 3,200 Ace stores, according to the co-op.

“The Paint Studio at Ace is truly a new and better way to shop for paint,” said Mary Rice, president and general manager, Ace Paint Division. “With new colors, trusted brands and a boutique feel specializing in personalized attention and service, we are thrilled to provide consumers with a completely new paint shopping experience that’s designed to help them find their perfect color.”

The “Helpful is Beautiful” campaign is the largest ad campaign in Ace’s history. It includes television, radio, print, social, digital and point-of-sale components reminiscent of beauty advertisements.

“For years, women have expressed loyalty to their favorite cosmetics brands and the inspiring shopping experience that comes along with it,” said John Surane, executive VP marketing, merchandising and sales for Ace Hardware. “Ace and Valspar recognize the emotional response evoked by color and built the ‘Helpful is Beautiful’ campaign and The Paint Studio at Ace around this connection as a way to offer consumers a differentiating paint shopping experience featuring the brands they know and trust.”

Also today, the co-op launched ThePaintStudio.com to support and promote its paint offering.