The KILZ company began in 1974, with a painting product for
every job, no matter how delicate or tough. The flagship product,
KILZ Original Primer, has been the most popular of the products
offered. KILZ Primer is able to tackle tough paint coverage jobs
and stains with fewer coats.
The objective of these ads is to communicate the effectiveness of the product and subsequently make it an imperative
step in the painting process. The target audience is home improvement enthusiasts and do-it-yourself “weekend
warriors” (30 to 45) who take pride in tackling tough tasks on
KILZ Original Primer helps the target market effectively cover
the surface of their walls. The strategy is "KILZ kills what's underneathe." The tagline on the print ads is "The primer that shows no mercy."
The campaign is a series of three print ads and a point of purchase ad in a home improvement store’s painting section.