Pettit Paint
Graphicus was recommended to Pettit – the second-largest producer of marine paints and coatings – by the publisher of Power & Motoryacht, the leading newsstand magazine in American boating. Pettit’s presence in the marketplace was an indifferent one; its ads did little if anything to make an impression – favorable or otherwise. Our challenge was to stimulate “dock talk”: to get people talking about Pettit. And, as a corollary, to find a way to make paint interesting. (You’ve heard the expression, “dull as paint”?)
The agency developed a unique visual approach that put Pettit on the map immediately. Using the strip cartoon format, Graphicus developed cartoon characters to represent each of the “Evil Elements” – the salt water, sun, slime, and barnacles that attack boats. Each Evil Element was featured in a full-page ad that narrated in six frames their rout by Pettit paint. The approach was also used with great success in a magazine insert, sales literature, the company’s convention exhibit, counter displays – even silk-screened onto painter’s hats. Paint – at least Pettit Paint – was no longer dull.
