Dulux reinstates the dog for sentimental TV push

Dulux: 'home improvement' by BBH
Dulux: 'home improvement' by BBH

Dulux, the paint brand, is placing consumers' emotional connection to the brand at the heart of its marketing and bringing back the iconic dog mascot in its latest campaign that launches next week.

The 'Home Improvement by Dulux' campaign by BBH focuses on the brand's ability to change consumers' homes and moods, through the redecoration of individual rooms.

It runs under Dulux's "Let's colour" strapline, and will mark the brand's biggest UK push in 15 years, according to UK marketing director, Letty Edwards.

The brand has not revealed how much has been spent on the campaign, however.

The campaign hails the return of the iconic Dulux dog, which was left out of the brand's "Let's colour" global campaign from May 2010, but was brought back for a one-off 50th anniversary celebration.

The campaign breaks on 12 March in the UK, featuring a new TV ad supported by digital, print and PR activity. The campaign will then roll out across Dulux’s global markets, with executions tailored for each market.

The marketing activity will show Dulux paint as a facilitator for consumers to transform their living spaces for the better - a bedroom is changed into a "boudoir" to help improve a young couple’s relationship, while a child’s room is turned into a "jungle", in order to let their parents sleep in for longer.

Edwards told Marketing: "Painting your home has an effect on the way you interact with the room, and on the relationships within it."

Edwards said that in "tough" financial times, redecorating is a "small change" that consumers can make in their homes, which it hopes will carry positive emotional consequences.

She said: "Painting a room is one of the least expensive ways to have an emotional effect on you. We are hoping to drive category interest in an engaging and motivating way."

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers