Background

The COVID-19 pandemic has entirely triggered people’s fear of disease and hope for a healthy, safe home environment. Under these circumstances, Dulux launched a campaign to promote its new kid’s friendly, Solvent-free, anti-allergen paint to differentiate itself from the cluttered category and position itself as an eco-friendly & safe product, building “reassuring” brand equity. After the outbreak of COVID-19, consumers are immersed in unease emotion and putting more emphasis on their health and family. About 91% Chinese consumers expressed that “caring on health will become an everlasting part of my life”. (Accenture: 2021 Chinese consumers analysis) That may provide an opportunity for us to educate consumers on our well-being & “reassuring” brand concept. Under this circumstance, Dulux launched a new kid’s paint product of Solvent-free anti allergen. For our key objective, we need to build the new product awareness and halo to Dulux brand.