Lick 'The One' Campaign Promotes Lick Supreme Ultra Flat Matt
Michael Hemsworth — September 24, 2025 — Marketing
References: lick & retailtimes
The Lick 'The One' campaign is making its debut in the UK in London, Manchester and Bristol to help promote the brand's new Lick Supreme Ultra Flat Matt paint. The campaign takes a decidedly chic approach to wall paint marketing and prioritizes versatility to encourage consumers to incorporate it into any home refresh plans they might have. The campaign also takes a cheeky approach by promoting that the paint likes to get steamy as a nod to its moisture resistance, won't waste your time by offering total coverage in less coats and more.
Chief Marketing Officer Rachel London spoke on the Lick 'The One' campaign saying, "In a world where decorating choices often overwhelm, we want to tell everyone about Lick Supreme, the answer to ‘paint paralysis’. We’ve launched one paint that you can trust to do it all to a very high quality, from radiators to bathrooms and bedroom walls, they can now all be painted in a luxe ultra flat matt finish. ‘The One’ campaign is an exciting next step in Lick’s brand evolution – bold, playful and inspiring, to continue to encourage our customers to decorate with confidence.”
Chief Marketing Officer Rachel London spoke on the Lick 'The One' campaign saying, "In a world where decorating choices often overwhelm, we want to tell everyone about Lick Supreme, the answer to ‘paint paralysis’. We’ve launched one paint that you can trust to do it all to a very high quality, from radiators to bathrooms and bedroom walls, they can now all be painted in a luxe ultra flat matt finish. ‘The One’ campaign is an exciting next step in Lick’s brand evolution – bold, playful and inspiring, to continue to encourage our customers to decorate with confidence.”
Trend Themes
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Versatile Paint Products — Paint brands are innovating by offering products like Lick Supreme Ultra Flat Matt that cater to a wide range of applications, encouraging consumers to easily refresh multiple spaces with one solution.
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Moisture-resistant Paints — Innovations in paint technology are producing moisture-resistant compositions, allowing for versatile use in high-humidity areas such as bathrooms and kitchens without compromising aesthetics.
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Emotionally Engaging Marketing — Brands are crafting emotionally engaging and cheeky marketing campaigns, like Lick's 'The One', to create a memorable consumer experience that highlights product benefits effectively.
Industry Implications
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Home Decor Industry — The home decor industry benefits from innovative paint solutions that simplify color choices and application processes, encouraging more frequent DIY projects.
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Interior Design Industry — Interior design professionals are increasingly interested in paint products that offer both aesthetic appeal and functional benefits, pushing for innovations that cater to versatile design needs.
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Marketing and Advertising Industry — The marketing and advertising industry is seeing a shift towards more playful and bold campaigns that connect emotionally with consumers, offering opportunities for differentiation and increased brand loyalty.
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