Pop it. Dip it. Roll it. Following up on Benjamin Moore's introduction of small paint samples, we were told about Dutch Boy's Ready To Roll paint cans that are no longer cans, but plastic containers that hold 2.5 gallons of paint with a roller tray built in.
We cannot escape noticing that the hand doing all the painting in the promotional pictures is a woman's and that Dutch Boy must reckon that women need this kind of help. Not so sure, and not so sure this isn't yet another disposable product that we would be better without. But we would be open to other opinions. (Thanks, Patrick!) MGR
Alexis' Modern Glass House 
Before & After: A Bathroom Goes From Pinky Peach to Sleek and Chic
Good Food to Share 
The Big Book of Small, Cool Spaces 
Apartment Therapy Presents 
The Eight-Step Home Cure 
Tom Black Espadrille
A Beginner's Guide to Superb Stir-Fry: Quick, Healthy Meals from a Wok
Easy Pitcher Cocktail Recipe: Strawberry Basil Margaritas
Comments (9)
From a pure marketing perspective (and all issues of gender aside!), I think they are very smart to get people to consider painting with/as something "disposable"... it gets people over the fear of color commitment by not ALSO having to commit to all the paint-phernalia required on TOP of actually picking the right color... Plus, armed with a "disposable" mentality, D-Boy probably has better chances of creating the always-elusive "recurring revenue"...
True, true..... I fully agree. From a marketing perspective, it is brilliant.
The used a woman's hand because man hands are not that appealing.
speak for yourself!
I'm a big Dutch Boy fan, disposable "paint-phernalia" or no, because they don't put color names on the front of their paint chips, which means I can rename the colors as I see fit. I wrote a bunch of "paint chip poems" this way; click my name if you'd like to see 'em.
Shannon: Aside from the obvious question of why, I have to say that I like it :-)
Dutch Boy has realized that they aren't selling "paint" they are selling freshly colored walls. They will wisely use any technology or packaging to remove barriers and hassles to the painting process. Women may want to change the colors of their walls but they want it to be fast and easy.
And, though we all know that nyc is the center of the universe, there's a lot of suburb out there, where women primarily take charge when it comes to decorating. By that theory, now she can easily do it herself.
As a woman who has recently repainted the walls of her apartment, I have to say, it's not so hard to pour the paint from the can into the tray. And probably, if you're able to paint your walls, you're able to pour from the can. Women included.