Dulux - Thinking outside the tin with Dulux

This campaign aimed to reposition Dulux as a colour consultant in order to stop its erosion in favour of cheaper brands.
Agency: AMV.BBDO/Naked CommunicationsAuthors: Tom Roach and Andrew Quin

Dulux – Thinking outside the tin with Dulux

Tom Roach and Andrew Quin

This case is a classic example of planning helping a brand broaden its horizons by positioning Dulux as a colour-help service.


And on Dulux, with a campaign that was cutting through and winning awards, and a brand that by most standards was in great shape, we could easily have been in denial about ours.

But we had one problem that failed to go away. Although...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands