Chicagoans and Cubs fans around the country are still celebrating the Cubs’ World Series win. And brands like Benjamin Moore are even getting in on the action. The company launched its #PaintTheW campaign after the World Series by encouraging people to paint the team’s iconic “W” win logo. So how many consumers and sports fans is this type of messaging likely to resonate with? We asked about 900 consumers about their thoughts on the paint brand and then tested the campaign to see if it made any impact.
In Ask Your Target Market’s latest survey, 16% of respondents said that they purchase paint multiple times a year. 23% buy paint every few years. 20% purchase paint less frequently than every few years. And 41% said they don’t ever purchase paint.
Of those who have purchased paint, 31% said they’ve bought Benjamin Moore paint. And 15% said they purchase Benjamin Moore paint regularly. Sherwin Williams, Valspar, Behr and Glidden were all more popular with paint buyers.
Looking forward, 6% of respondents said they would be certain or practically certain about choosing Benjamin Moore the next time they purchase paint. And 19% said it would be very probable. Of those who viewed the #PaintTheW campaign, 6% also said they would be certain or practically certain about choosing Benjamin Moore the next time they purchase paint. And 20% said it would be very probable.
However, just 28% of those respondents said they at least somewhat consider themselves to be fans of the Cubs. So those are the consumers who are most likely to care about a brand being the “Official Paint of the Chicago Cubs.” Though the results were just directional (with a sample size of only 76), 9% of Cubs fans said they would be certain or practically certain about choosing Benjamin Moore for their next paint purchase. And 33% said it would be very probable.
Overall, respondents tend to view Benjamin Moore as a brand that is popular, made by a trustworthy company, respectable and high quality. Those who viewed the #PaintTheW campaign were slightly more likely to see Benjamin Moore as respectable, popular and made by a trustworthy company. But they didn’t associate the brand as much with quality.
Connecting a brand to a popular sports team certainly isn’t a new marketing concept. So it’s not surprising that the #PaintTheW messaging would resonate with Cubs fans after a major win. And since it’s easy to target fans of specific sports teams geographically and on materials for that specific team, it should be easy for Benjamin Moore to see positive results from this type of campaign. However, it’s also interesting to note that the campaign didn’t garner any significant negative results when presented to consumers on a wider scale. So even if brands associate themselves with a certain sports team, fans of other teams aren’t significantly less likely to support those brands. It just doesn’t have a big enough positive impact to promote those campaigns on a wider scale.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on November 6-10 via AYTM’s online survey panel.