How Lick ensures its marketing is more than just painting by numbers [Video]

The challenger brand has been freshening up the sector with influencer marketing, cool brand collabs and innovative comms.

UK paint brand Lick was launched in 2020 by entrepreneurs Lucas London and Sam Bradley after the pair spotted a gap in the market for a cooler, more interesting paint company.

London and Bradley’s initial pitch to market was for Lick to be a direct-to-consumer e-commerce paint company that focused heavily on helping people make the right color choices for their houses beyond just a simple color swatch patch. For context, at launch, just 5% of paint was bought online.

“We didn’t believe there was a brand that was meeting the demands of the modern consumer, catering for them on color support, sustainability, quality or distinctiveness,” London tells The Drum.

After launch, Lick quickly gained the attention of younger decorators who discovered the brand through their Instagram feeds. Soon, Lick became the …

Tags Influencer Campaigns, Influencer Marketing Tips, Influencer Partnerships