Dulux: China gets colourful

Dulux, the paint company, used an event with PR to launch an interior design award that would encourage Chinese people to use more colour in their homes.

Campaign details

Advertiser: Akzo NobelBrand: DuluxAgency: KetchumCountry: China

Challenge: How does a colourful company attract cautious consumers?

Dulux is already an internationally known manufacturer of quality wall paint. Its annual "ColourFutures" report had made the company a recognized authority on colour trends among interior designers and consumers around the world. Now Dulux was looking to expand its market presence in China.

But there was a major obstacle. Chinese consumers only repaint their walls on average every 8.8 years. And when they do? 60% use only white paint. Not only was China unfamiliar with...

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