Dulux Trade eco-friendly campaign by Refinery
Dulux Trade eco-friendly campaign by Refinery
A new eco-friendly marketing campaign has been created for paint brand Dulux Trade by Refinery.
The campaign for Dulux Trade’s Ecosure paint will run across POS, literature, advertising and exhibition design and has been created with the use of recycled and sustainable materials.
Digital will also be involved in the campaign where possible.
The Ecosure range is a more sustainable paint than Dulux Trade and will see the promotional campaign concentrate on the theme of balancing performance including product shots alongside its ‘step towards greener’ strapline.
Philip Armitage, director of Refinery, said; “There are paints on the market that claim to be ‘eco-friendly’ but professional decorators, architects, local authorities, retailers want a product that offers performance as well – which is why our new campaign leads on this.”
Refinery, which has worked with Dulux for over 20 years, is the lead agency for ICI Paints AkzoNobel’s trade communications, handling Dulux Trade, Polycell Trade, Dulux Trade Woodcare, Cuprinol Trade. Work undertaken for Dulux Trade includes branding and brand development, DM, advertising, promotions, literature, packaging, POS and exhibitions.
New to The Drum
You will be sent a verification email. Click on the link in the email to post your comment.
Comments
My goodness, they're really pushing the edges of the envelope here on creativity.
comments
Easy tiger, maybe there's a strong-willed client involved somewhere eh?
Strong willed client or not, the work is uninspiring (didn't Dettol do the whole 'Fact:' thing recently?) so you can hardly complain if it takes some flack. This is a trade journal and the trade will critique the craft and idea.
I mean how long do you really think the trade will spend on that website? It's like watching eco friendly paint dry.
Strong willed clients are who strong agencies talk into doing better work than they think they want.
I suspect instead that the agency in question here simply thinks it's produced something magical that's worth shouting about. It's probably realising right about now that the industry doesn't share its opinion.
Write Your Comment