How Heritage helped Dulux move upmarket


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


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


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

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..


185k reach

50% of coverage contained links to Heritage site


25.4 million reach

(led by 3million reach of Sunday Times exclusive)

Heritage acquired

483 new followers

for its consumer Instagram channel


40k reach

social content drove 49 clicks through to Heritage site