The brief from Global Chief Marketing Officer at Akzo Nobel was the repositioning of Dulux as a decorative brand. We focused less on the functional qualities of paint and instead placed more stress on the ability of colour to impact on our emotional lives and general wellbeing.
We communicated the new brand philosophy in real-life stories of how a particular colour had changed an individual’s life in a positive way. The inspirational stories would be like short documentary films rather than testimonials and were distributed across digital platforms and social media.
Tags: Global digital content