Ideal Taohuawu Peace of Mind Dulux

Facing the backdrop of economic downturn, tightening consumer market and fierce category competition, Dulux, a brand of architectural decorative paint, plans to achieve differentiated communication in the fiercely competitive paint market by relying on its ace variety show IP.

Case details

Brand: Dulux

Brand owner: AkzoNobel

Main agency: EssenceMediacom

Major agency holding group: WPP

Launched in: Mainland China

Industry: Home & Appliances

Media channels:

Budget: 15-20 million

Case Summary

In 2022, Dulux faces sales pressure. The repeated outbreaks of the epidemic have accelerated economic downturn and weak consumer market. On the other hand, the core selling points of paint categories are highly homogenized, and media selection tends to be single.

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