Is Dulux’s campaign a bit dry?
By Donna White on Friday, February 8, 2013
It’s safe to say that PRs are a tough bunch that can promote anything: people, places, things. Essentially, we’ll try and get coverage for any noun – and that now includes colours.
Dulux’s campaign, featuring Girls Aloud star Nicola Roberts promoting Indigo Night, its shade of year, launched a couple of weeks ago and has so far secured some great coverage, including: The Sun, Daily Mail and Grazia Daily.
You can argue that the campaign’s got credibility: a group of colour and trend experts got together and predicted that this rich indigo colour would take the year by storm and appear on every wall in the country (sort of).
But, in spite of securing plenty of coverage across national and consumer press, it’s always productive to highlight areas of improvement. After all, there’s always next year!
Rather than a series of ‘boring’ analysts that no journalist felt was worth naming, Dulux should have considered a consumer poll. Yes – the papers are saturated with research stories but that can only mean one thing. Journalists enjoy writing about them and we still enjoying reading them.
This data – focused on consumers’ decorating habits, how they choose colours and their preference of hues for different rooms etc – would’ve not only provided Dulux with a series of news hooks to drip feed throughout the year, but also invited the need for experts to comment on the findings (roll out interior designers and fashionistas etc).
The campaign could’ve also avoided being a ‘one-hit’ wonder by showcasing four colours to take consumers through the year – backed by four celebrities. Sensual Indigo Night to take us through winter, Duck Egg Blue for spring… You see where I’m going through this. Why stop at one spike of coverage?
Lastly, a PR stunt involving Nicola (chosen for her elegance, strength and quiet confidence) could’ve tied into the campaign giving Dulux a ‘big reveal’ story by launching at high-profile events, such as the Ideal Home Show or Grand Designs Live later in the year.
Now, I’ve had my 2p worth. I just need to wait for Dulux’s call because obviously they’ll want to work with me next time.