For over 65 years the Old English Sheepdog has been synonymous with the Dulux brand. He has graced TV and cinema screens, appeared in magazines, on billboards, online and in social media, and of course as a sign of quality on Dulux paint and colour brochures.
He’s seen a lot in his time – every annual colour forecast, all the scientific advancements in paint and every new product innovation from Dulux.
So for the first time consumers will be able to hear his thoughts. His awakening coincides with a new focus on consumer-centric marketing at Dulux Group, spearheaded by new marketing director Helen Fitzpatrick.“We wanted to tell our consumers that in the future, you’ll know why it’s worth using Dulux; and we knew we had to do it in an emotional way.
“Consumers love the Dulux dog, so we thought what better way to gain a powerful, emotional connection to the brand than to make him the star of the campaign,” Fitzpatrick said.
The campaign is launching an initiative from Dulux to educate Australians and New Zealanders about the risks of using inferior paints. It does so by highlighting the most important quality test: the test of time. On his travels, we hear the Dulux dog’s musings on the future, and the importance of protecting your home with the right quality paint. The dog will become a consumer champion and lend a paw to anyone who needs advice on painting their home.
Says Dan Lacaze, BMF client services director: “It’s with great responsibility and pride that we have given the Dulux dog a personality, and a bigger and more important role in the communications mix. He’s seen it all and there’s no one better placed to explain why Dulux is worth it.”
The integrated campaign launches in Dulux-owned channels this week, with bespoke film executions for social, pre-roll, TV and cinema. It will be supported by OOH, print, online, social, and instore, where over a hundred Dulux experts will be providing free advice when people need it most – at point of purchase.