How can a manufacturer of high-quality paint stand out against competition from cheap products and trade brands? Dulux, the world’s most-sold paint brand, shows how – with the rigorous use of its creative expertise, quality and the joy of color.
Wall and decorative paints are lifestyle products. People who paint their walls and furniture want to bring some color into their life. So the communication has to make the products easy to experience, with emotion-laden copy, attractive ambience photos and vivid background reports. We continued and developed the “Let’s Colour” brand message consistently, and positioned Dulux as an inspiring trend setter in the world of paint. Useful tips and practical step-by-step videos underscored the quality of the products and encouraged people to bring more enjoyment into their homes with color.
The media picked up on Dulux’ high-quality, inspiring materials. The public and trade press reported regularly with extensive articles and photo stories about the brand. The advertising value equivalent was many times the budget used. And the message got through – more than any other brand, Dulux stands for the joy of color and creative inspiration.
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VIDEOS ADD COLOR TO LIFE
Construction & Shelter
Dulux, the world’s best-selling brand for paints and enamels, offers top-quality DIY colors. The brand leads the world with its creative color expertise. And to do this, experts at the Global Aesthetic Center in Amsterdam develop their own trend reports on the hottest shades. The brand is therefore well-positioned to be the brand of choice among consumers as well.
We use social media to dialog with consumers and show them that Dulux is more than just a provider of high-quality paints. Offering the latest color trends, creative décor tips and practical step-by-step videos, we make Dulux a source of inspiration for anyone who wants to make their home more beautiful. To do this, we rely on the power of images. We use Instagram, Pinterest and YouTube to reach out to users who are into home and DIY projects and like being inspired by creative ideas and beautiful impressions.
The Dulux content is inspiring a continuously growing community of fans and earns numerous “likes” for its creative ideas. Dulux is the brand that represents the joy of color.