MELBOURNE: Capitalising on the boom in home buying and renovating, Dulux launches a $1.2m national campaign for its new ÒEffectsÓ line on Monday (31 March), strengthening its position as leader in the $1bn paint market. Aimed at young families and couples in their mid-30s to 40s, the campaign emphasises the emotional, not just financial investment, people put into their homes. Peter Challender, marketing director of Dulux, said the special effects segment of the paint market was booming in tandem with the popularity of television shows in that area, as well as the general growth in the home buying and renovating market. ÒPeople who play with colour are expressionists, so weÕve had a lot of fun making this ad, which is the first TVC weÕve done for the special effects paints we produce,Ó he said. The campaign, by Clemenger BBDO (Melbourne), includes comprehensive POS, colour cards and key print magazines.
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