By introducing Dulux Once, an ‘Added Value’ range, Dulux attempted to lift the paint category from stuttering annual growth and to stand out from the own-label brands.
The design task was to justify a premium price during a recession and housing slowdown; not an easy task, with many customers settling for cheaper own- label products or simply not purchasing.
In a difficult to navigate category, the rebrand made it easy to see what the product is about. The design, developed with Dulux, explains that by choosing Dulux Once you are making a choice that will transform your home.
The impact has been fantastic, with a 94.8% increase in sales volume without any advertising support. The return so far has yielded £10.23 for every £1 invested. In 75% of B&Q stores Dulux Once was given its own space for the first time. Internally the supply chain is more efficient and Dulux’s environmental footprint has improved.
