Dulux Ireland – Painting an invincible story of success

Weathershield, a Dulux sub-brand of exterior paint, renovated its creative and media strategy to centre around an online film that helped boost sales by 15%.

Campaign details

Brand: DuluxAgency: Boys and Girls and Mediacom

Introduction and Background

Weathershield, a premium exterior paint brand, has been the Irish market leader for the past sixty years.

By 2015 Ireland was well and truly out of the recession with the economy growing quickly. Weathershield's competitors spotted an opportunity and began to invest in advertising. By the end of 2016 Weathershield's share of voice eroded from 74% to 49%, the same as its nearest competitor, Sandtex. For the first time ever, Weathershield's share of voice was neck and neck with its rival.

It wasn't just our...

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