Dulux: Increasing category penetration by reigniting the UK’s love for DIY programming

Dulux, the UK paint brand, associated itself with a rebooted Channel 4 programme to attract a young target audience, improve brand metrics and grow category penetration.

Campaign details

Brand: DuluxAdvertiser: Akzo NobelEntrant: MediaComCategory: Single MarketPrincipal author: Kelsey O'Neal, MediaCom

A dog walks into a set

Dulux is a 90 year old market leader within the painting and decorating category, best known for the iconic Dulux dog who made an unexpected rise to fame to a starring role on the silver screen in 1961. When Dash, the ad director at the times dog, couldn't stop running across the set during a shoot, Dulux couldn't resist keeping him in the footage. Since that moment the Dulux dog has become...

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