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...