Dulux

Company: Akzo Nobel NV

Brand value: US$1,375 million

Change since 2019: -6%

Headquarter city: Slough        

Industry: Paints

Year formed: 1931 

Dulux is a paint brand that has a long history of innovation in the sector. It has pioneered many aspects of paint technology and urges householders to use colour to bring joy to their lives. One of its latest developments is Dulux EasyCare+, a durable matt paint that Dulux says prevents marking if plastic, rubber or wood is knocked against a wall. The product is available in 32 shades, including Dulux’s colour of the year for 2020, Tranquil Dawn, which is a grey-green described by Dulux as “that colour that lies between the land and the sky on a misty morning”.

The brand has united its marketing for trade and consumer products with some organisational changes and a new advertising campaign, “Dulux Promises”, spanning TV, outdoors, digital and social media. The campaign marks a shift in focus from product promises to stories that generate a more emotional response at the same time as underlining product benefits. All products now feature the “Dulux Promise” icon, which represents a pledge to provide consistent colour, good coverage, and a replacement if customers are disappointed.