| True Value Repositions its Brand with New Campaign Emphasizing Local, Expert Advice and One-Stop Shopping for Small Home Improvement Projects
CHICAGO, April 18, 2006 - Starting this month, True Value Company will launch a new national brand advertising campaign to leverage its reputation for personal service and local, expert advice while also positioning True Value as having all the products a do-it-yourselfer would need to tackle a wide range of small home improvement projects.
The new print and television campaign features a new tagline: "True Value 'Start Right. Start Here.'" and provides a lighthearted look at True Value's key competitive strength — the ability to provide localized products, service and advice. With approximately 5,800 stores around the world, True Value stores are owned by people who live and work in the communities they serve. As independent retailers, they offer products and services customized to the needs of their local communities.
At the same time, the new campaign seeks to reposition True Value as a store of first-choice with all the right products a do-it-yourselfer would need to tackle a small home improvement or beautification project, particularly in the area of paint, plumbing and lawn and garden.
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