Dulux :::Bright idea for paint brand

It’s quite difficult to get excited about paint – hence the English expression that describes a boring pastime as “Like watching paint dry”.

Brazilian paint brand Coral (known as Dulux in most parts of the world) wanted to promote its premium decoration line, “Decora” and encourage people to be experimental with the colour of their walls at home. Traditionally, paint brands sell small quantities of paint as colour samplers, so that people can apply small swatches on their walls to compare different potential colour schemes.

However, it is hard to envisage the effect of an entirely new wall colour from a foot-wide square patch of paint. Coral therefore created a range of light bulbs in Coral colours, which when illuminated and pointed towards a white wall would show people what their room would look like if painted in that colour. These were packaged up to look like mini paint tins and distributed and demonstrated in various shops.

"Here we see a humble promotional giveaway creating a really valuable consumer experience which truly highlights the benefits of the product in a way that doesn't require consumers to get their hands and clothes messy."

BRAND: Dulux


CATEGORY: Household Goods

REGION: Brazil

DATE: Sep 2009

AGENCY: Leo Burnett


Media FirstsRetail or POSPR

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