Painting & Coating Industry (PCI) logo Powder coating summit logo
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • MATERIALS
  • TECHNOLOGIES
  • FINISHING
  • RESOURCES
  • EVENTS
  • DIRECTORIES
  • EMAGAZINE
  • CONTACT
cart
facebook twitter linkedin youtube
  • NEWS
  • Latest News
  • Market Trends & Reports
  • Price Alerts
  • Subscribe to eNewsletters
  • Global Top 10/ PCI 25
  • Weekly Featured Article
  • COATLE Word Game
  • PRODUCTS
  • Product News
  • Must See Products and Services
  • MATERIALS
  • Additives
  • Resins/Polymers
  • Pigments
  • Equipment
  • Distributors
  • TECHNOLOGIES
  • Adhesives
  • Architectural Coatings
  • Industrial Coatings
  • Nanotechnology
  • Powder Coatings
  • Solventborne
  • Special Purpose Coatings
  • Sustainability
  • UV Coatings
  • Waterborne
  • Waterborne
  • FINISHING
  • Finishing News
  • Finishing Technologies
  • Finishing Equipment
  • RESOURCES
  • Columns
  • Blogs
  • Coatings Supplier Handbook
  • Podcasts and Videos
  • PCI Store
  • eBooks
  • Sponsor Insights
  • White Papers
  • COATLE Word Game
  • Columns
  • Ask Joe Powder
  • Did you know?
  • Distribution Dive
  • Focus on Canada
  • Formulating With Mike
  • Innovation Insights
  • Moody's Coatings Conundrums
  • Powder Coating Perspectives
  • Target the Market
  • TiO2 Insider
  • Blogs
  • Editor's Viewpoint
  • Industry Insights
  • Podcasts and Videos
  • COAT-IT! Podcast
  • Videos/PCI TV
  • EVENTS
  • Coatings Trends & Technologies Summit
  • Paint and Coatings Academy
  • Webinars
  • Calendar of Events
  • Lifetime Achievement Award
  • DIRECTORIES
  • Buyer's Guide
  • Equipment Directory
  • Materials Directory
  • EMAGAZINE
  • Current Issue
  • eMagazine Archive
  • China Issue Archive
  • Editorial Advisory Board
  • CONTACT
  • Contact Us
  • Advertise
  • Subscribe to eMagazine
  • Subscribe to eNewsletters
Painting & Coating Industry (PCI) logo Powder coating summit logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Painting & Coating Industry (PCI) logo Powder coating summit logo
  • NEWS
    • Latest News
    • Market Trends & Reports
    • Price Alerts
    • Subscribe to eNewsletters
    • Global Top 10/ PCI 25
    • Weekly Featured Article
    • COATLE Word Game
  • PRODUCTS
    • Product News
    • Must See Products and Services
  • MATERIALS
    • Additives
    • Resins/Polymers
    • Pigments
    • Equipment
    • Distributors
  • TECHNOLOGIES
    • Adhesives
    • Architectural Coatings
    • Industrial Coatings
    • Nanotechnology
    • Powder Coatings
    • Solventborne
    • Special Purpose Coatings
    • Sustainability
    • UV Coatings
    • Waterborne
    • FINISHING
      • Finishing News
      • Finishing Technologies
      • Finishing Equipment
    • RESOURCES
      • Columns
        • Ask Joe Powder
        • Did you know?
        • Distribution Dive
        • Focus on Canada
        • Formulating With Mike
        • Innovation Insights
        • Moody's Coatings Conundrums
        • Powder Coating Perspectives
        • Target the Market
        • TiO2 Insider
      • Blogs
        • Editor's Viewpoint
        • Industry Insights
      • Coatings Supplier Handbook
      • Podcasts and Videos
        • COAT-IT! Podcast
        • Videos/PCI TV
      • PCI Store
      • eBooks
      • Sponsor Insights
      • White Papers
      • COATLE Word Game
    • EVENTS
      • Coatings Trends & Technologies Summit
      • Paint and Coatings Academy
      • Webinars
      • Calendar of Events
      • Lifetime Achievement Award
    • DIRECTORIES
      • Buyer's Guide
      • Equipment Directory
      • Materials Directory
    • EMAGAZINE
      • Current Issue
      • eMagazine Archive
      • China Issue Archive
      • Editorial Advisory Board
    • CONTACT
      • Contact Us
      • Advertise
      • Subscribe to eMagazine
      • Subscribe to eNewsletters
    Company NewsFinishing News

    True Value Empowers DIYers and Local Retailers with First Campaign in a Decade

    True Value Empowers DIYers and Local Retailers with First Campaign in Decade.jpg

    Image courtesy of True Value. 

    April 22, 2024

    True Value, the iconic hardware store brand with a rich legacy spanning 75 years, proudly announces the launch of its "Hardware Hero" campaign in partnership with its agency of record Laughlin Constable. At a time when retail is down across industries, and consumers are pinching pennies, True Value is leveraging its legacy brand, deep expertise, and operational scale to ensure independent home improvement retailers thrive.

    "For decades, we've understood the essential role of the local hardware store in communities of all sizes, as well as why consumers take on DIY projects," said Jake Kalnitz, SVP, Chief Merchandising Officer. "Every part of the home improvement process is empowering, and it's so satisfying to be the champion of your domain. I love this campaign because it's relatable, refreshing and straight up fun. It's different than anything else in the industry. We are owning the inevitable project pitfalls, the millionth trip to the hardware store, the expertise of your neighbor who runs it, and the ultimate payoff of a job well done."

    The geo-targeted campaign now running in almost all 50 states is designed to connect consumers with hyper-local product solutions at their specific community store. Campaign creative utilizes a re-working of the famous '80s song "Jukebox Hero" to turn everyday homeowners into hardware, lawncare and paint heroes. The spots will evolve throughout the year to reflect seasonal needs of local consumers.

    "The products used in home improvement projects are the tangible conduit to that feeling of accomplishment and connection to your space and your community," said Jon Laughlin, Chief Creative Officer at Laughlin Constable. "Creatively, we wanted to lean into how products and your local store are the start of every DIY project, and they connect you to the emotional journey of getting the job done. The excitement to get started, the relatable (and sometimes funny) frustration when you're in the work, the nervousness of not knowing how to fix it. I think we nailed how welcoming your local True Value is, and that you are guaranteed to easily get expert advice and great products to keep your momentum going."

    KEYWORDS: Branding changes business strategies

    Share This Story

    Looking for a reprint of this article?
    From high-res PDFs to custom plaques, order your copy today!

    Recommended Content

    JOIN TODAY
    to unlock your recommendations.

    Already have an account? Sign In

    • PCI-0724-Global10-Feature-1440.png

      2024 Global Top 10: Top Paint and Coatings Companies

      Who ranks on top? PCI’s annual ranking of the top 10...
      Paint and Coating Market Reports
      By: Courtney Bassett
    • PCI-0724-PCI25-Feature-1440.png

      2024 PCI 25: Top Paint and Coatings Companies

      PCI's annual ranking of the top 25 North American paint...
      Global Top 10 and PCI 25
      By: Courtney Bassett
    • pci1022-Kinaltek-Lead-1170.jpg

      A Novel Pigment Production Technology

      Following an extensive R&D program that demonstrated...
      Paint and Coating Pigments
      By: Jawad Haidar and Nitin Soni
    You must login or register in order to post a comment.

    Report Abusive Comment

    Subscribe For Free!
    • eMagazine
    • eNewsletter
    • Online Registration
    • Subscription Customer Service

    The Coatings Minute: Print Returns with PCI’s New Showcase Issue

    The Coatings Minute: Print Returns with PCI’s New Showcase Issue

    The Coatings Minute: Your Inside Look at PCInnovations

    The Coatings Minute: Your Inside Look at PCInnovations

    The Coatings Minute: Why Industry News Matters More Than Ever

    The Coatings Minute: Why Industry News Matters More Than Ever

    CTT Registration Now Open

    CTT Registration Now Open

    More Videos

    Sponsored Content

    Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the PCI audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of PCI or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

    close
    • Modern arapartment complex painted in bright colors.
      Sponsored byEPS - Engineered Polymer Solutions

      Architectural Polymers Leading the Way in Coatings Innovation

    • paint sprayer in a workshop
      Sponsored byallnex

      Enabling Performance and Compliance: allnex Introduces a New Line of VOC Exempt Solvent-Borne Resins

    Popular Stories

    No. 3 AkzoNobel

    AkzoNobel to Close Two Manufacturing Sites

    A collage of products using non-PFAS

    A Surge in Non-PFAS Releases

    Default Aerospace Image

    PPG Plans Major Aerospace Facility



    PCI Buyers Guide

    Submit a Request for Proposal (RFP) to suppliers of your choice with details on what you need with a click of a button

    Start your RFP

    Browse our Buyers Guide for manufacturers and distributors of all types of coatings products and much more!

    Find Suppliers

    Events

    September 3, 2025

    Coatings Trends & Technologies Summit

    The Coatings Trends & Technologies (CTT) Summit is an annual conference for both liquid and powder coatings formulators and manufacturers to discuss innovations in coatings technology. This event combines high-quality technical presentations, a resource-rich exhibit hall, and dedicated networking opportunities to connect scientific minds, foster innovation, and cultivate game-changing new ideas!

    January 1, 2030

    Webinar Sponsorship Information

    For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

    View All Submit An Event

    Poll

    Longest-running laboratory experiment

    What is the longest-running laboratory experiment?
    View Results Poll Archive

    Products

    CTT Summit Short Courses (Live 9/3/25)

    Coatings Trends & Technologies Summit is expanding its offerings with four short courses. These short courses will offer an extensive day of interactive learning.

    See More Products
    pci  webinar april 2025

    PCI CASE EBOOK

    Related Articles

    • No. 14 True Value Company

      True Value Donates Products to Habitat ReStores in Select U.S. Cities

      See More
    • CompanyNews-95996740.jpg

      Clariant Reports Sales Increase in Local Currency for First Quarter

      See More
    • pci 25

      The 2019 PCI 25: No. 17 True Value Company

      See More

    Related Products

    See More Products
    • social media

      Optimizing Social Media from a B2B Perspective

    • laser tech.jpg

      Laser Technology: Applications in Adhesion and Related Areas

    See More Products
    ×

    Keep the info flowing with our eNewsletters!

    Get the latest industry updates tailored your way.

    JOIN TODAY!
    • RESOURCES
      • Advertise
      • Contact Us
      • Directories
      • Store
      • Want More
    • SIGN UP TODAY
      • Create Account
      • eMagazine
      • eNewsletters
      • Customer Service
      • Manage Preferences
    • SERVICES
      • Marketing Services
      • Reprints
      • Market Research
      • List Rental
      • Survey & Sample
    • STAY CONNECTED
      • LinkedIn
      • Facebook
      • Youtube
      • X (Twitter)
    • PRIVACY
      • PRIVACY POLICY
      • TERMS & CONDITIONS
      • DO NOT SELL MY PERSONAL INFORMATION
      • PRIVACY REQUEST
      • ACCESSIBILITY

    Copyright ©2025. All Rights Reserved BNP Media.

    Design, CMS, Hosting & Web Development :: ePublishing

    Painting & Coating Industry (PCI) logo Powder coating summit logo
    search
    cart
    facebook twitter linkedin youtube
    • Sign In
    • Create Account
    • Sign Out
    • My Account
    Painting & Coating Industry (PCI) logo Powder coating summit logo
    • NEWS
      • Latest News
      • Market Trends & Reports
      • Price Alerts
      • Subscribe to eNewsletters
      • Global Top 10/ PCI 25
      • Weekly Featured Article
      • COATLE Word Game
    • PRODUCTS
      • Product News
      • Must See Products and Services
    • MATERIALS
      • Additives
      • Resins/Polymers
      • Pigments
      • Equipment
      • Distributors
    • TECHNOLOGIES
      • Adhesives
      • Architectural Coatings
      • Industrial Coatings
      • Nanotechnology
      • Powder Coatings
      • Solventborne
      • Special Purpose Coatings
      • Sustainability
      • UV Coatings
      • Waterborne
      • FINISHING
        • Finishing News
        • Finishing Technologies
        • Finishing Equipment
      • RESOURCES
        • Columns
          • Ask Joe Powder
          • Did you know?
          • Distribution Dive
          • Focus on Canada
          • Formulating With Mike
          • Innovation Insights
          • Moody's Coatings Conundrums
          • Powder Coating Perspectives
          • Target the Market
          • TiO2 Insider
        • Blogs
          • Editor's Viewpoint
          • Industry Insights
        • Coatings Supplier Handbook
        • Podcasts and Videos
          • COAT-IT! Podcast
          • Videos/PCI TV
        • PCI Store
        • eBooks
        • Sponsor Insights
        • White Papers
        • COATLE Word Game
      • EVENTS
        • Coatings Trends & Technologies Summit
        • Paint and Coatings Academy
        • Webinars
        • Calendar of Events
        • Lifetime Achievement Award
      • DIRECTORIES
        • Buyer's Guide
        • Equipment Directory
        • Materials Directory
      • EMAGAZINE
        • Current Issue
        • eMagazine Archive
        • China Issue Archive
        • Editorial Advisory Board
      • CONTACT
        • Contact Us
        • Advertise
        • Subscribe to eMagazine
        • Subscribe to eNewsletters