Ace Debuts First-Ever Fully Integrated Paint Advertising Campaign

Find Your Soul Paint(TM) Campaign Aims to Increase Consumer Awareness of Ace's Paint Department

OAK BROOK, IL--(Marketwire - Mar 2, 2012) - Ace Hardware, the largest retailer-owned hardware cooperative in the industry, is proud to unveil Find Your Soul Paint™ -- the retailer's latest and first-ever fully integrated campaign dedicated entirely to paint. The campaign, designed to be a catalyst in relaunching the retailer's entire paint department, aims to generate awareness that Ace is the premier neighborhood destination for paint through an edgy, creative marketing platform that delivers on Ace's "helpful" promise.

Through extensive consumer research, Ace discovered that most consumers want and need validation and guidance in the color selection process and also uncovered that many have come to believe that "do it yourself" means "do it alone." Ace recognizes that the color selection journey is a very personal process, an expression of its customers' own unique style.

The Find Your Soul Paint campaign brings to life colors from Ace's new paint brand -- Clark+Kensington™ -- a premium line of paint+primer in one, offered in both interior and exterior formulas, available exclusively at Ace. The paint line features 120 new colors, in its exclusive color palette, that perfectly harmonize together to help consumers easily navigate the often times daunting color decision process.

"Through the Find Your Soul Paint campaign, we have personified Ace's helpful nature by demonstrating our ability to listen to the needs of our customers and by helping them to navigate the color selection journey," said John Surane, senior vice president, merchandising, marketing, advertising and paint for Ace Hardware Corporation. "The introduction of our new paint brand Clark+Kensington and its harmonious color palette, along with the dedicated support of Ace's helpful store associates ensure that our customers receive the personal advice and direction they need to find the color that is right for them."

Find Your Soul Paint comes to life through a complete arsenal of strategic, integrated marketing initiatives. The campaign consists of national television and print advertising, targeted online and radio spots, as well as a complete lineup of online videos that bring the campaign's story to life. In the national television spot, viewers meet a woman who comes to Ace with a color in mind. As she tries to explain the color she wants, she has difficulty articulating her vision for the color. With a helpful, intuitive Ace associate guiding her along the way, she wades through the attractive choices to arrive at "the one" color of her dreams, her soul paint.

The online videos include 30 humorous, mocumentary-style videos that highlight the personas of 10 different paint colors from the Clark+Kensington color palette through candid interviews, brief introductions and dating scenes. All of the videos are featured on Ace's Facebook site and in rich media and online video media. The personas also will be seen on in-store signage, print advertisements, and e-mails to members of the Ace Rewards customer loyalty program. To see the commercial and watch all of the online videos, please visit Ace's Facebook page.

To help homeowners find their soul paint, Ace is pleased to announce "Free Paint Saturday" on March 3 at participating store locations. While supplies last, Ace shoppers can receive a free quart of Clark+Kensington, in their color preference. Clark+Kensington paint is available in any of the line's 120 new colors, as well as any of Ace's other 1400 colors -- it can also be color matched. For more information about Clark+Kensington, please visit your neighborhood Ace store or go to

About Ace Hardware
For more than 85 years, Ace Hardware has been known as the helpful hardware store in thousands of communities across America. Customers depend on Ace to help them take care of their homes quickly and easily so they can get on with their lives. In 2011, Ace ranked "Highest in Customer Satisfaction among Home Improvement Stores for the Fifth Consecutive Year," according to J.D. Power and Associates. With over 4,600 hardware stores locally owned and operated across the globe, Ace is the largest hardware cooperative in the industry. Headquartered in Oak Brook, Ill., Ace and its subsidiaries currently operate 14 distribution centers in the U.S and they also have distribution capabilities in Shanghai, China; Panama City, Panama; and Dubai, United Arab Emirates. Its retailers' stores are located in all 50 states and approximately 60 countries. For more information on Ace, visit