Dulux S

Dulux is an internationally available brand of paint. It is produced by Imperial Chemical Industries. The brand name Dulux has been used by both ICI and DuPont since 1931 and was one of the first alkyd-based paints.

History

In the early days of its existence, decorators and their suppliers were the main customers for Dulux, with Say Dulux to your decorator used as an advertising slogan in the 1950s. By 1953, Dulux was available in the retail market and ten years later the famous Old English Sheepdog was used in advertisements, to the point where "Dulux dog" has become a common nickname for the breed.

Dulux dog

The Old English Sheepdog is the brand mascot for Dulux paint. The dog was first introduced in advertising campaigns in the 1960s. Since then they have been a constant and highly popular feature of Dulux television and print adverts wherever the paint is sold. So much so, that many people in those markets refer to the breed as a 'Dulux dog' rather than a Sheepdog.

Over the years, different dogs have appeared in the adverts. However, they all look very similar, partially as a result of most of them being selected from a closely related line of pedigree dogs. The first Dulux dog was Shepton Dash , who held the role for eight years. His successor, Fernville Lord Digby , was the most famous Dulux dog and also made his owner, Cynthia Harrison, famous. When filming advertisements, Digby was treated like a star, being driven to the studio in a chauffeur driven car. Barbara Woodhouse was employed to train Digby and his three stunt doubles, who were used whenever specific tricks or actions needed to be filmed.

Apart from Dash, all the Dulux dogs have been breed champions, and five of them have won 'Best of Show' prizes.

Dulux in Australia and New Zealand

In Australia and New Zealand, Dulux has been involved with the manufacture and marketing of paint and related systems in since 1918, and is the largest manufacturer of paint products in Australia. Dulux Australia was a key player in the ICI Paints World Group, until in 1997 ICI PLC informed ICI Australia of its intention to sell its concern. This decision led ICI Australia to be renamed on February 2, 1998 to Orica Australia Limited. In Australia and New Zealand Dulux is now wholly owned by Orica. Scottish band Fairground Attraction's song "Perfect" was used for an advertisement on TV.

The current TV advertisements feature the Dulux Dog and several hundred other Old English Sheepdogs racing around collecting cricket stumps, drum sticks, wooden spoons and sticks and other items to stir a newly opened pot of Dulux Wash and Wear. The music used is "I Woke Up Today" by American band Port O'Brien from the album "All We Could Do Was Sing" .

Dulux Decorator Centre

In the UK, there is a chain of over 170 stores called the Dulux Decorator Centre.

References

1. ^ Dulux TV ads
2. ^ Port O'Brien Myspace

Dulux Australia Corporate Information

* Product innovations support Dulux's leading market and premium brand position. Operational Efficiency Efficiency is a core value at every level of Dulux's operations.

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S A Decorations. Bristol. Member since: 03/02/2004. Colour Scheming, Colour Washing, Duette, Exterior, Interior, Painting & Decorating, Stencilling, Wallpapering

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