Dulux has won Colmar Brunton’s Ad impact award for October with its 'Marker' campaign, which uses the expertise of the Myth Busters duo to put their new wash and wear paint to the test.
In this series of Dulux ads we see the pair give the walls some grief and then show how easily wine, ink or other substances wash off.
Colmar Brunton's Harriet Dixon says the “Marker” ad is seen as setting trends for the Dulux brand as the new information about the wash and wear paint is considered by viewers to be easy to understand, relevant to them and credible. This message creates memorability and helps to develop long term brand equity as a high level of appeal and brand affinity is associated with it. This culminated in a large number of viewers saying that they are more likely to use the Dulux paint as they feel it delivers the main thing that need from a paint.
October was certainly a good month for DIY ads, with the runner-up position going to Gilrose finance’s “DIY Loan” ad while third place was taken out by Valspar.
The Gilrose spot features a tool belt sporting blue and red bird and espouses the possibilities for “upgrading your nest” with a Gilrose loan while Dulux rival paint manufacturer Valspar’s spot, building on the current trend of anthropomorphic advertising, stars a pair of chameleons discussing the colour they painted the wall in their home.
In recent months, the paint category has heated up substantially with the official launch of Valspar on the market. The US brand has made major marketing push in the local market, running a multi-channel campaign across all available channels.
Until last year, Dulux spent the most on advertising in the category. However, Valspar's big splash out this year could see it feature quite high on the list as well.
This story originally stated that Dulux 'Colour View' had won the October round.