Dulux / ICI Paints

Situation:

Akzo Nobel’s Dulux Paint Brand is a superior quality, premium paint that enjoys top-of-mind share in most of the world. The situation, however, is not the same in North America, where it is relatively unknown. Dulux is exclusively available at Akzo Nobel’s ICI paint stores.

Insight:

Most people do not enjoy painting. It may be fun to visualize and plan, but it’s a chore to do. And the smell can be hard to tolerate. They also desire professional results for the effort.

Dulux Diamond is based on a new core technology, ceramic microspheres, which produces a finish 10x tougher than latex paint. The tougher and more durable the paint finish, the less often people will need to paint. As well, Dulux Lifemaster has zero VOC’s, meaning that it is virtually odourless.

Effects:

Due to the success of Dulux, the ICI paint store chain is enjoying a banner year, with sales significantly above category, despite the economic climate.