ICI Dulux Natural Whites

Kevin Green and Richard Dodson

First prize (New Consumer Goods) and Grand Prix winner. Describes the national launch of Dulux Natural Whites, a new paint range from ICI, 1982.
Agency: Foote Cone & BeldingAuthors: Kevin Green and Richard Dodson

ICI Dulux Natural Whites

INTRODUCTION

This is about the national launch of Dulux Natural Whites, a new paint product range from ICI. The range was sold in from February 1982, and advertised from March 1982. We look at the period 1980-1984.

The range fulfilled and exceeded its objectives, and now holds brand leadership of a new market sector. Indeed within the long-established white emulsions market, it has achieved a 17% volume share, in the first quarter of 1984, two years after launch.

The launch advertising...

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