Dulux unveils colour print campaign

Abbott Mead Vickers BBDO is unveiling a new print campaign for Dulux that shows how the brand can help people to find their perfect colour combinations.

The two double-page executions, which break this week, will be supported by a direct marketing push along with in-store displays and an online element.

In "chihuahua", a tiny dog is shown wearing a bow in the colour of "rock candy", a vibrant shade of pink from the Dulux range.

Holding the dog's lead is a muscled rapper who is leaning against his white stretch limo, resplendent in jewellery and shades. He is wearing a suit in the shade "midnight cruise".

An accompanying tip-on defines "rock candy" as a "bold attention seeker, needs relationship with loyal partner", while "midnight cruise" is a "deep, calm character" who wants to "liven things up".

When opened, the tip-on reveals Dulux colour sets showing readers how to use the two colours in the ad. They are then directed to the website where they can learn about colour chemistry.

The endline reads: "Dulux. We know the colours that go."

The second ad, entitled "pool boy", depicts a male pool attendant. On the opposite page of the ad is a woman on her sun lounger. He is wearing "velvet touch", which compliments her yellow shade of "seduction".

The ads were written by Diane Leaver and art directed by Simon Rice.

Media planning and buying was handled by Initiative.

Stylish female opinion formers are the target audience for the ads.

The campaign breaks in weekend colour supplements for The Times and The Daily Telegraph, among others. It will also run in November issues of monthly style magazines such as Elle Decoration and Vogue.


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