Why is it important to relaunch watercolour for Lefranc Bourgeois?
Lefranc Bourgeois is a well-respected brand within the watercolours market, especially in France. Thanks to a brand study carried out in February, we learned that:
- 42% of the consumers surveyed use watercolour paint
- 52% have heard of Lefranc Bourgeois watercolour paint
- 47% of the consumers surveyed that consider buying watercolour Lefranc Bourgeois is the third brand that comes to mind.
Lefranc Bourgeois’ renewed watercolour range
Lefranc Bourgeois now offers two ranges, complementing its existing Fine quality range – completely overhauled in 2021 – with the addition of its new Étude/Studio quality range (replacing the Louvre range). The Fine range is intended for experienced artists, while Étude is suitable for students and beginners.
Sustainability at the core of the campaign
Lefranc Bourgeois is very aware of how important sustainability is for its consumers. The relaunch was the opportunity to streamline the category and include the range in Lefranc Bourgeois’ new visual identity rollout and make the packaging more eco-responsible and durable, replacing plastics with metal/recycled, recyclable cardboard and displaying the FSC logo.
Furthermore, the new range is supported by a communication campaign around eco-responsibility. The marketing objectives are to raise awareness, reach out to more watercolour users, and target passionate creatives by providing engaging emotional and educational content. These challenging objectives have been met, With an unprecedented level of new subscribers to Lefranc Bourgeois social platforms just a few weeks into the campaign. Thanks to the campaign’s success with fans, Lefranc Bourgeois has reached its digital KPI of 30K followers on the database.
Lefranc Bourgeois campaign initiatives.
Partnering with the artist Ewa Karpinska
For the campaign, Lefranc Bourgeois has decided to partner with Ewa Karpinska, a well-known artist born in Poland in 1962 and based in France. She is one of the pioneers of the watercolour revival in France and extremely well respected as a technical referent by international watercolour societies.
Ewa shares with us that “Water is inseparable from watercolour” This element is a source of fascination for Ewa Karpinska. She presents the new eco-responsible watercolour range from Lefranc Bourgeois and invites you to LET YOUR NATURE TALK #COLOURTHENATURE .
This film presents Ewa Karpinska through her inspirations, her technique and her emotion. Close-ups of watercolour and watery material punctuate the film. Ewa shares her passion and engagement and presents the new Lefranc bourgeois Watercolour range and its link to nature, a source of inspiration.
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