ICI Dulux - Natural whites
National launch campaign for Dulux Natural Whites new paint range from ICI. Operating in a strong price competitive market, brand share had become eroded. After rapid growth the brands dominance had become static. Objective: to build the brand and promote brand differentiation. To restore the Dulux brand's dominance in the whites market. Media: TV, poster support. Evaluation: successful launch. Increased Dulux brand share, price premium achieved. Profit gained. New and younger female consumers gained. The move to a commodity market for white paints was halted.