Dulux: When colours got an attitude
Vibha Gupta
Campaign details
Brand owner: DuluxAgency: McCann WorldgroupBrand: DuluxCountry: IndiaChannels used: Branded content, Internet – display, Internet – general, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Social media, TelevisionMedia budget: 1 – 3 million
Executive summary
Brand Dulux suffered from weak mother-brand equity in the low consumer-involvement paints category. In order to strengthen its position and distinguish its colours from the other players, Dulux went ahead and gave attitude to colours. By becoming a champion for the...