Joyful dogs and jellybeans launch Dulux’s ‘Spring into it’ campaign
A jellybean explosion brings the Dulux dog immense amounts of joy in the paint brand’s spring campaign.
The campaign promotes the actual jellybeans and soft-toy dogs the brand will be giving away throughout spring.
The campaign was created by Channel T, which won the trade communications account for Dulux in June.
Pete Cerny, Channel T executive creative director, explained: “You cannot beat the love and affection we all have for the Dulux dog. And having recently given birth to a litter of incredibly loveable Dulux puppies, it was the perfect opportunity to create buzz for the brand, and conversion in-store.”
Customers are also encouraged to share the adventures of their Dulux puppy toy on the brand’s website and on social media.
Paul Murphy, Dulux decorative marketing manager, said: “Leveraging your distinctive assets is critical for any brand. The challenge comes in keeping them fresh and relevant. The new ‘Spring into it’ campaign brings together the Dulux dog and jelly beans in a unique and colourful way.”
According to Dulux, every purchase will contribute to its $140,000 donation to Second Chance Animal Rescue with the intention of building a new animal hospital.
The campaign will launch on the 29 September and will be executed across TV, OOH, social, digital, on product packaging, in-store and through public relations.
Credits
Dulux
Paul Murphy – Dulux Decorative Marketing Manager
Bonnie Jenkinson – Dulux Interior Brand Manager
Steph Brodie – Dulux Consumer Colour Manager
Agency – Channel T
Pete Cerny – Executive Creative Director
Kate Churcher – Creative Director
Nick Livingston – Producer
Jodi Cousins – Group Account Director
James Salek – Account Director
Production – Otto
Christopher Hill – Director
Visual Effects – Fin
