A meaningful brand strategy for Dulux

We helped the paint company uncover its purpose of adding colour to people's lives, and embedded this in global and local teams.


Dulux lacked a clear positioning globally and local markets did not feel supported or connected to the global marketing function.


We undertook a study to identify, develop and implement a new brand purpose and strategy for Dulux.


Through our research, we were able to uncover a human truth about colour: it has a positive impact on our mood and lifts our spirit. From this, we created the idea of Dulux selling ‘tins of optimism’, with a clear new brand purpose: We exist to add color to people’s lives.


We increased market share from 20.9% to 25.6%. 60,000 people ‘liked’ the Dulux Facebook page and on Flickr 5,000 Let’s Colour pictures from around the world received more than 150,000 views. The ‘Adding color to the offices’ program has infused new purpose in the office, fueling internal passion and alignment.

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