The successful transformation of Dulux into a major international brand has earned AkzoNobel’s Decorative Paints business a top UK marketing award.
At the recent 2010 Marketing Society Awards for Excellence, Dulux won the honor for best International Brand Marketing in recognition of its move away from a multi-local set-up and the success of the global Let’s Color consumer campaign which is focused on the regenerative power of color.
The jury praised both the inspirational nature of the change process and the focus on realizing financial benefits through innovation. “The business has derived significant financial benefits from the global way of working, with brand share growing in most major markets,” they said. “The global idea of ‘adding color to people’s lives’ has created a renewed spirit and sense of purpose.”
During 2009, Dulux enjoyed particularly strong growth in the UK and France, as well as the emerging markets of China and Brazil. The ongoing Let’s Color initiative has so far helped to transform communities in Brazil, France, India and the UK.