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...