Restoring the reputation of a leader
Background
Dulux Aquanamel launched over 20 years ago as an innovative water-based enamel.
But over time, competitors caught up and even loyal Dulux painters had begun choosing other enamel paints. With a newly reformulated Aquanamel ready to launch, it was time to win back the trade.
Challenge
This was more than a relaunch. We needed to rebuild the reputation of a product that had lost some of its shine.
The trouble is, tradies aren’t easy to convince. They don’t want promises. And they don’t trust advertising. We needed to give painters a reason to believe in Aquanamel again. Because when you’re a professional painter, it’s not just the paint being judged. It’s your reputation too.
Solution
There was no puffery. Just real proof. And it started with three simple, bold words – Smoother. Faster. Better. Each word was backed by a real product claim.
On film, we put Aquanamel to the test, capturing the details every trade painter looks for. From the consistency of the brushwork and the smooth sound of the roller to the final thumbnail scratch test.
Every visual laddered back to the same feeling: the quiet confidence that comes from knowing the job will be done right. No surprises. No complications. No dramas.
From socials to shopper, our platform consistently reinforced the confidence, reliability and peace of mind that comes from choosing a paint you can trust.
Scooter Difference
We shape brands people want to shop. As part of the Dulux agency village, we went beyond creating a campaign that painters would notice. We made sure our message had a real impact across the shopper experience.