Caparol, based in Hessen, Germany, successfully demonstrated how to embrace the brand values of an athlete and thoroughbred professional football player in 2021. Together with SPORTFIVE, the manufacturer of quality paints for facades and interiors was able to initiate a partnership with FC Bayern's identification figure Thomas Müller, thus inspiring the painting world.
Caparol had precise ideas: The paint manufacturer was looking for an authentic, down-to-earth testimonial that fit the brand well, with high relevance and popularity in the target group of painters and varnishers. The ambitious goals of the athlete partnership were to increase the brand awareness, brand relevance and sales.
Bayern Munich’s Thomas Müller is the perfect ambassador for Caparol. He is authentic, down-to-earth – and he loves challenges.
SPORTFIVE offered Caparol the complete 360° package: choosing the athlete, designing the partnership content and activating the target group through a challenge: Painters against Müller – the big Caparol challenge.
Thomas Müller called on Caparol's core target group, i.e. professional painters, to compete against him - in his special discipline of football and then on the terrain that was still unknown to him, painting with brush and roller. For the painters, this was a unique opportunity to get to know Thomas personally and to leave the field as a beaming winner in painting.
The campaign generated a short-term boom on the net. Caparol managed to double its search queries on the net. With over 10 %, the campaign reached very high interaction rates on the social media channels, and offered very high identification potential, as Thomas Müller interacted in the comments column.
Results of the campaign
The competition was an important highlight for activating the target group.
fans and professionals from the painting trade applied to compete against Thomas Müller
search queries on the net
“Thomas Müller is the ideal brand ambassador for Caparol. Despite his international successes, he has remained approachable and authentic and has an honest character. This makes Thomas a good fit for our company and for our target group.”
Stefan Weyer, Managing Director Caparol