Community Commitment

Dulux is offering 100 litres of its Weathershield exterior paint to recoat each of the 310 surf clubs around Australia.

Whilst this is a hugely generous commitment to the surf life saving community, it is a marketing campaign to sell more paint. But unlike other big business that sponsor an array of generic community events like sporting teams and arts projects, Dulux have conceived a clever initiative to target their audience.

The campaign reaches the parents of over 60,000 young nippers. Parents of growing families in homes that, may need renovating. Dulux are promoting the quality of the Weathershield product by painting buildings exposed to some of the harshest conditions produced by the sea and the sun. They’re creating a great back catalogue of case studies to support the brand positioning – worth doing, worth Dulux.

Funding maintenance of clubs is difficult, with equipment to save lives being the priority. Dulux’s contribution means greater focus can go to doing this and we can still live in a world of colour.