Taubmans Backs Everyday Aussie Painters in New ‘Making Painters’ Platform via Sunday Gravy

Why It Matters

By reframing painting as an attainable task, Taubmans strengthens its relevance to DIY consumers and professionals, potentially boosting product sales across a competitive market. The authentic, heritage‑driven narrative also differentiates the brand amid a crowded paint industry.

Key Takeaways

• Taubmans launches “Making Painters” platform with Sunday Gravy
• Campaign highlights real Australian home painting challenges
• Films emphasize humor, authenticity, and confidence-building
• Multi-channel rollout includes TV, OOH, digital, radio, in‑store
• Brand leverages 128‑year heritage to position as painter ally

Pulse Analysis

The Australian paint market has long been dominated by colour trends and renovation hype, but consumer fatigue with glossy advertising is growing. Taubmans, founded in 1897 and now part of PPG, leverages its 128‑year legacy to pivot toward authenticity, a move that mirrors broader brand‑trust trends across consumer goods. By acknowledging the everyday obstacles of painting—peeling walls, uneven surfaces, and time constraints—the brand aligns itself with the practical mindset of DIY homeowners and trade painters alike. This shift also taps into the growing DIY home improvement market, projected to grow 6% annually in Australia.

The “Making Painters” platform, created with Sunday Gravy and visualised by director Novemba, uses candid film storytelling to turn hesitation into a moment of empowerment. Each spot captures familiar household scenes—a child’s crayon‑smeared wall, a weathered fence, a cramped corner—while injecting humour and a clear call to action. By positioning Taubmans’ product range as the solution that removes guesswork, the campaign promises measurable lift in trial purchases, especially among first‑time painters who often postpone projects due to uncertainty. The campaign’s use of relatable language and local slang further deepens cultural resonance.

Launching across television, out‑of‑home, online video, social, radio, PR and in‑store displays, the multi‑channel rollout maximises reach to both professional tradespeople and weekend renovators. This integrated approach not only reinforces brand recall but also creates data‑rich touchpoints for performance tracking, enabling Taubmans to fine‑tune media spend in real time. If the authenticity narrative resonates, analysts expect a modest uptick in market share and a stronger positioning against rivals such as Dulux and Wattyl, who have yet to adopt a similarly grounded storytelling strategy. Future extensions could include interactive how‑to guides and retailer partnerships to sustain engagement.