Magazine article Marketing

Dulux Makes a Big Splash but Has a Battle Royal with Crown

Magazine article Marketing

Dulux Makes a Big Splash but Has a Battle Royal with Crown

Article excerpt

In this week's chart the two giants of the paint market slog it out for public awareness. Dulux of course has for years had the ultimate brand recognition symbol, a cuddly old English sheepdog, and has innovated with its natural hint series. (Check please Mat) Crown meanwhile has moved away from a product-led strategy - such as the one-coat demonstrations of its Solo brand - to a humorous, brand-building approach. So now they are head-to-head with new ads, Dulux coming out top with 69% recall and Crown a very credible 57%.

Kellogg's has focused in the past on children, but with its recent Core Flakes memory dredging advertising and the Special K commercial it is looking towards adults. Special K has always been totally adult-focused, it is quite serious, but not as intestinally threatening as bran products, and it is not as much fun as Start. Special K advertising is recalled by 64%.

Cats and dogs advertising rains down heavily on our chart this week with Pedigree Chum and Whiskas. …

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