How Heritage helped Dulux move upmarket

How Heritage helped Dulux move upmarket

The Brief

As it celebrated its 90th birthday, paint brand Dulux went back to its roots with the launch of a new premium range - Heritage. Inspired by the homes and colours of the past and brought bang up to date to make it right for all kinds of modern homes, this range had a more expensive price point than other Dulux products, so PR and influencer work had to reflect this and make tradespeople and consumers alike crave the look and feel of Heritage.

Think

Heritage is the credible alternative to Farrow and Ball premium paints.

Feel

Inspired by the range and colours and that Heritage is worth paying more for.

Do

Order sample testers of Heritage, go to the brand site.

Results

To establish immediate credibility, the launch of Heritage was delivered to the decorating trade first, with the 'best of the best' Dulux Select Decorators getting the exclusive reveal before trade media and trade influencers. Consumer media relations were kicked off with a bullseye exclusive in target publication The Sunday Times that cascaded into blanket coverage across key media.
Launched in lockdown, there could be no in person event so Democracy got creative with an event box delivered to media and influencers that came to life to immerse everyone in the Heritage story and the quality that sets it apart.

Each event box contained a video book that was tailored to each audience - consumer or trade - and starred Dulux Creative Director Marianne Shillingford guiding the viewer through the Heritage range and its hero colours. This immersion was completed with the 'extras' - a spa candle, essential oils, eye mask, chocolates and luxury tea. Post-launch, an influencer event on Instagram, again hosted by Marianne, helped a key audience of taste-makers get to grips with the new range and become online advocates..