Dulux Colour: Futures Colour of the Year 2019

Dulux, a paint brand, promoted its Colour of the Year at key moments throughout the year by implementing a quarterly palette launch to bring purpose to its paint with consumers in South Africa.

Statement of Opportunity

Dulux's COTY is intended to drive awareness of the brand's colour authority credentials throughout the year, while leveraging the hero colour that captures the mood of the time. Historically though, the COTY conversation spikes at launch, and does not translate into coverage consistently throughout the year.

With the launch of CF19, FH was tasked with extending the relevance of the COTY conversation to ensure longevity and with that increase associated coverage throughout the year.

Research

Research from the Akzonobel Global Aesthetic Center in Amsterdam found that because of the previous year's economic and political landscape, people were...

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