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Nippon Paints Pierces a New Market

Wednesday, March 7, 2012

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If shock can sell paint, Nippon Paints may have a winner, with a new series of ads featuring outrageous piercings—including one with a live snake.

“Now give your nose something else to do,” Asia’s largest paint and coatings company urges in the ads for its new odorless paint.

The series, developed by advertising agency JWT (formerly J. Walter Thompson) of Chennai, India, began running in December.

Nippon Paint ad

In each ad, an elder—presumably liberated from annoying paint fumes—gives his nose over to a piercing that commands attention.

One man’s nose is festooned in several adornments, including a handcuff-sized steel ring; another sports a ring and a pencil-size metal rod.

A third bears a large tusk in his nose, while the fourth trumps all with a live snake through his piercing.

Nippon Paint ad

Nippon Paint declined a request to discuss the ad campaign or to comment on its success.

Founded in Japan in 1881, Nippon manufactures protective, marine, road, automotive and architectural coatings.

   

Tagged categories: Advertising; Marine Coatings; Marketing; Nippon Paint; Protective coatings

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