ICI Dulux - Natural whites - IPA Effectiveness Awards Case Study 1984

Brief Description: National launch campaign for Dulux Natural Whites new paint range from ICI. Operating in a strong price competitive market, brand share had become eroded. After rapid growth the brands dominance had become static. Objective: to build the brand and promote brand differentiation. To restore the Dulux brand's dominance in the whites market. Media: TV, poster support. Evaluation: successful launch. Increased Dulux brand share, price premium achieved. Profit gained. New and younger female consumers gained. The move to a commodity market for white paints was halted. ;---(TAGS)--- Full Title: ICI Dulux Whites ; Number: 1984/31 ; Brand Name: ICI Dulux Natural Whites ; Dulux ; Client: ICI ; IPA_ProductCoding: DIY goods/Home improvements (Decorating products - paints/varnishes etc.) ; Agency: Foote Cone & Belding ; Author: Kevin Green, Richard Dodson ;