Challenge
Dulux lacked a clear positioning globally and local markets did not feel supported or connected to the global marketing function.
Approach
We undertook a study to identify, develop and implement a new brand purpose and strategy for Dulux.
Insight
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.
Impact
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.