Dulux: Colour me beautiful

ICI Paints produces some of the world's top paint and decorative product brands. The company was bought in 2008 by AkzoNobel, one of the world's foremost industrial companies.

Dulux: Colour me beautiful

SNAPSHOT

A brand in danger of losing its way gave itself a makeover and brought a healthy glow to its performance.

KEY INSIGHTS

  • Dulux had to reposition itself to find a new place in a market where middle-of-the road brands were being fatally squeezed and where it was seen as a masculine brand in a market with women as the main shoppers.

  • The key insight into its consumers was that they didn't want paint — they wanted help with matching colours.

  • By mounting a campaign which emphasised the role of colours and how they worked together...

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