Case Study: Dulux achieves greater market share and a clearer global brand purpose with Kantar

We helped the paint company uncover its purpose of adding colour to people's lives, and embedded this in global and local teams

Kantar worked with paint company Dulux, which faced the challenge of lacking a clear global brand positioning. This issue resulted in local markets feeling disconnected from and unsupported by the global marketing function.

The solution involved Kantar conducting a study to develop a new brand strategy, which established the purpose of "adding colour to people's lives" and the concept of selling 'tins of optimism'. Kantar's work led to significant results: market share grew from 20.9% to 25.6%, the campaign garnered substantial online engagement, and it successfully infused new purpose and alignment within the Dulux organization.

Dulux