Project: Premium Paint Launch – Natures Touch
Who: ICI Dulux (UK)
What: DIY & Paints
Time: 12 weeks
Brief
Evaluate initial concept for Dulux’s launch of new ‘intelligent’ premium paint – taking it to the next level. Create a customer-driven premium concept appealing to a wider audience.
Focus
The core audience were urban dwellers who want decorate but are time starved. How will these people live, work and entertain in the future and how will that be reflected in their home decor preferences.
Our Work
* Brainstorm and expert feedback on initial concept
* Linking trends and consumer behaviour to DIY
* New concept name Nature’s Tocuh developed
* Core colours and colour names for product proposition
* Manual for common internal and external communication
* Workshops for Development Team, Marketing & Retail
Outcome
* A completely new concept was created
* Focused long-term macro trends ensured product longevity
* Key consumer behaviour impacting DIY aided focused communication
* Product launch was incredible successful
* Special editions Nature’s Touch was relaunched to ‘Flat Matt’ in 2009
* ‘Once Matt’ is the latest edition
* Sales have increased year by year
