Dulux Once: A first class finish
Design Bridge
Executive summary
Challenge
Dulux needed to lift the paint category out of its sluggish 4% annual growth with its premium 'Added Value' range. And brush over the dominant own label brands. It needed to stand out.
Context
Justifying a premium price is harder than ever these days. In a recession and housing slowdown, nobody moves, nobody buys paint and nobody pays a premium. Especially when the store environment is dominated by cheaper own label products, which are continually on offer. What's more, the category is confusing with many shoppers leaving the store...