The sound of colour

Client: AkzoNobel

How do you break your mass-market everyday brand into the posh paint club?

Dulux Heritage needed to up its emotional connection to make it accepted within the premium aesthetics market.

We challenged the notion that paint brands need to be seen, not heard.

Through storytelling and immersive ASMR, that’s autonomous sensory meridian response soundscapes. We created audio content that brought to life rich colouful imagery showing that you don’t need to see a colour to feel and envisage it.

We chose Fearne Cotton's Happy Place and Jessie Ware’s Table Manners to introduce Heritage’s colour palette using the power of language and sound.

68% of listeners recalled Dulux or Dulux Heritage - which is way above Nielsen benchmarks.

There was an 8% increase post versus pre in recall amongst those planning to decorate in the next 12 months.

A picture may be worth a thousand words, but sound paints a powerful emotional connection.