Dulux launches “epic” campaign imagining a world in which colour is banned

Dulux is launching an “emotional” brand campaign that imagines a world in which colour is banned as it looks to demonstrate the “transformative” power colour has on people’s lives.

Video: Dulux’s new ad campaign

The TV spot, created by BBH London, will run from Sunday (2 March) and includes the new strapline “Your Life Is A Story, Change It With Dulux”. Set in a fictional place where colour is banned that resembles Prohibition-era America, the ad shows two people finding love through colour.

The TV ad is supported by in-store activations, as well as social media and digital activity. Dulux will be removing colour from its social media channels and the campaign landing page ahead of the TV launch, with customers asked to share their experiences of colour through the hashtag #changeyourstory.

Ann Marie O’Riordan, Dulux’s head of marketing, says she hopes the new campaign will elevate its brand idea that colour can change lives and help set it apart from competitors

“This is a turning point campaign for Dulux. It’s a real step-change in the way the brand is positioning itself within the category – moving towards a more conceptual approach that considers the emotional and transformational power of colour,” she adds.

Dulux launched its “Let’s Colour” messaging in 2010 as part of plans to position it as a lifestyle brand rather than just a paint manufacturer. As part of that campaign, Dulux brought back its brand ambassador, the Dulux Dog, and he makes an appearance at the end of this latest ad.

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