Dulux Paints begins stuck room campaign
Dulux Paints has begun a new advertising campaign called "What year is your room stuck in?" The campaign, developed by Dougserge & Partners of Toronto, encourages consumers to update the unfashionable colours on their walls left over from years gone by. The initiative consists of two 30-second television commercials in English and French, accompanied by 15-second commercials, print ads, direct mail, in-store materials and social media activities. This is is the first brand campaign the agency has created for Dulux since winning the account in December 2014.
"The truth is, most of the rooms in people's homes haven't been updated in years and repainting isn't always as top of mind as it should be," said Martin Tustin-Fuchs, brand manager for Dulux. "What's great about the campaign is that a person might not have been thinking about painting at all, but the commercials give them a reason to. The humour and tone of the campaign helps build personality and emotion for our brand within a traditionally dry, tactical and functional category."