Dulux - Thinking outside the tin with Dulux

Tom Roach and Andrew Quin

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.

NO ONE LIKES TO ADMIT THEY'VE GOT PROBLEMS

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...

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