Apply to grills, wood-burning stoves, radiators, engines or other metal items. High Heat Enamel in Black, 340 G Aerosol Spray Paint Rust-Oleum® Specialty High Heat Spray retains color and finish up to 650✬ (1200✯). Still, it’s an opportunity to make an important point. For questions, concerns and comments regarding Rust-Oleum products, please contact 1-80. Now, we’re being a little hard on Rust-Oleum. How it solves their problems, enhances their lives, or delivers a positive experience. Oftentimes, when you are painting a surface with Rust-Oleum paint, it becomes necessary to remove the old Rust-Oleum before applying the new coat. What sets a brand apart is reaching your audiences on a personal level, basing your sales and marketing alignment not on how great your product is, but what customers use it for. Rust-Oleum is a manufacturer of protective paints and coatings that come in a wide variety of colors and finishes, including gloss and textured. Even if a brand’s claims are 100 percent ironclad the truth, consumers may not believe it, because anyone can make those claims. They’ve heard it all and they’re skeptical. Making a deeper connection with consumers - through storytelling, through emotions, focusing on their needs - is far more effective than touting features and benefits.Ĭonsumers are bombarded with claims and product features and benefits.
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We’ve said it before, and we’ll continue to say it until we don’t think it’s necessary. Consumers have neither the time nor the interest in determining what claims are true, and naturally look at them with skepticism. Claims like those made by Rust-Oleum have become meaningless, and any company can make similar-sounding claims. Tough, durable epoxy coating is formulated for the special needs of appliances, cabinets and other indoor metal applications. They use technical terms like “more solids and pigments” and “made with Double Cover technology.”īut this kind of approach has become tiresome. Provides superior abrasion and scratch-resistance as well as a rust-preventive coating. One of the ways they choose to do that is by improving the formula so they can make claims about the product’s performance. Spray paint isn’t exactly the sexiest product category in the world, and companies like Rust-Oleum have to do what they can to set themselves apart.
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While the details of the case are too thick to get into here, and the case is making its way through the courts, there is a larger lesson to discuss. Sherwin Williams made the challenge to the National Advertising Review Board, who referred the matter to the Federal Trade Commission. Sherwin Williams, a competitor, challenged the claim that the product offered twice the coverage of other paints. That’s exactly what’s happening to Rust-Oleum with their Ultra-Cover 2X spray paint. Today, you’re expected to be accurate and transparent with your claims (unless you’re a politician, but we digress), lest a competitor log a complaint with the NARB and you get slapped with some sanctions. It wasn’t necessarily completely accurate, but it made the point that your product does more than expected. You could use copy like “Twice the Coverage!” in a yellow starburst to get consumers’ attention. You used to be able to make unsubstantiated, but mostly plausible, claims about the capabilities of your product.