http://attitude.adforum.com/top5/2010/09/21/sherwin-williams-bees-mckinney/
The best psychographic system for categorizing consumers is known as VALS, which stands for "Values, Attitudes, and Lifestyles." This system distinguishes between eight separate types of consumers. The categories include: "Thinkers," "Believers," "Achievers," "Strivers," "Experiencers," "Makers," "Innovators," and "Survivors." Each category is targeted at a consumer that holds specific values and beliefs that define what exactly they look for in a product. This allows companies to tailer their commercials and advertisements towards consumers who fall into these categories.
One specific and simply ingenious commercial advertisement from Sherwin-Williams truly captures the heart of the "Makers" category, according to the VALS system. First of all, the "Makers" category targets consumers who are self sufficient and practical. They look for reliable products that they are able to use in projects they do themselves. They are independent and believe in doing home projects on their own and the right way.
The Williams commercial, entitled "Bees," which one can watch through the link at the top of this entry, uses a plethora of paint sample cards to construct a natural environment centered around the life of a bee, who uses bright color samplers to build its hive. The commercial ends with the line, "Make the most of your color with the very best paint." The commercial is vibrant and uplifting but still sends the message that if your going to do-it-yourself... use Sherwin-Williams paint. It is wonderfully simple and beautiful in its delivery and presentation and any self prescribed "Maker" would have to shut his/her eyes in order to not be seduced by that advertisement.
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