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 colour 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 colour to the offices’ program has infused new purpose in the office, fuelling internal passion and alignment.