Dulux, the world’s biggest paint company, is launching a new integrated marketing campaign reframing the decorating category by emphasising the physical and emotional value of home transformation.
The ‘Home Improvement by Dulux’ campaign, developed globally by Dulux’s new advertising agency BBH and activated in the UK by BBH London, highlights how a newly decorated space not only aesthetically improves the physical space, but also improves people’s relationships within the home.
The TV and print campaign – supported by digital and PR – shows a number of humourous scenarios based on ‘home truths’ and positions a simple decorating transformation from Dulux as a solution to the problem – for example, a tired bedroom is transformed into a ‘Boudoir’, which improves a young couple’s relationship, a child’s bedroom is transformed into a ‘Jungle’ allowing the parents to sleep in for longer, and a ‘Mancave’ is created to give a couple their own space.
Letty Edwards, UK Marketing Director of Dulux, said:
“In tough economic times paint is one of the least expensive ways to transform a room, which in turn creates an emotional effect that helps improve relationships within the home. Our role as market leader role – and an iconic brand that people trust – is to inspire people to want to decorate and show them how – cementing Dulux’s position as the nation’s quality colour and design partner.”
Dulux was recently named a top ten Superbrands ranking number 8 in the influential list of global brand strength, beating the likes of John Lewis, Marks & Spencer and Apple.
The ‘Home Improvement by Dulux’ campaign breaks on March 12th and runs for eight months across TV, print and online. MediaCom, glue Isobar and Mischief PR handle media buying, digital and social, and PR respectively.