Pop star and member of popular UK girl group Girls Aloud Kimberley Walsh has launched a new shade of paint as part of her ongoing partnership with Wickes.
Crafted by London-based creative agency St Luke’s, Walsh’s campaign for the home improvement retailer will see her star in a 30-second social film launched across both hers and Wickes’ accounts.
Blush Rose, Walsh’s third colour collaboration with the brand, was launched via a social-first campaign that began with her own flower stall at Chiswick Market, all painted in the brand new shade.
“We’re proud to be working with Kimberley on paint colour, that we hope you love as much as we do,” said Ella Farthing, senior PR manager at Wickes.
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“By setting up a flower stall in the heart of Chiswick, we wanted to bring Blush Rose to life in a way that feels creative, fun and approachable. And for anyone who couldn’t make it down, the new colour is available online and in store, along with the rest of the range.”
Walsh was on hand to surprise customers and distribute 50ml sample pots of the new shade, in a hand-tied “bouquet”. The activation celebrated the new shade while cameras captured the public’s responses.
Rich Denney, joint chief creative officer at St Luke’s added: “Wickes has given us a great canvas to create a distinctive activation that launches Kimberley’s latest shade at the Chiswick Flower Market.
“At the same time, Kimberly’s appeal helps introduce new customers to the idea that being house proud is an uplifting, creative and affordable way to make improvements that last.”
