Case Study: AkzoNobel Singapore repositions Dulux with &Larry’s brand strategy

AkzoNobel Singapore launches a curated paint catalogue and new pro website experience with &Larry

The customer, AkzoNobel Singapore, faced brutal competition and a need for strategic repositioning for its Dulux paint brand in the Asia Pacific market. The vendor, &Larry, was engaged to help understand the opportunities and differentiate the brand by questioning basic assumptions about its competition and core audience.

&Larry developed a new brand strategy titled 'Colour takes you places' that repositioned Dulux around its strength with creative professionals. The multilayered solution included a curated paint catalogue, a brand collaboration with a major architectural magazine, a new website interface for color selection, and a content strategy featuring video profiles. This approach successfully clarified the brand's direction and engaged its core business audience more effectively.

AkzoNobel Singapore