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CAMPAIGN NEWS: Dulux Trade campaign centres on sustainability and performance

Dulux Trade is running an eco-friendly campaign using recycled and sustainable material and digital channels wherever possible as part of drive to promote its green credentials.

The campaign for its Ecosure paint has been created with the help of integrated agency, Refinery. Its theme is a balance of sustainability and performance.

Email marketing was directed at architects and specifiers and web banner ads and MPUs were placed on sites where these professionals were likely to browse.

Refinery director, Philip Armitage, said, "There are paints on the market that claim to be eco-friendly but professional decorators, architects, local authorities and retailers want a product that offers performance as well."

The initial phase, he adds, was aimed at professional decorators and contractors. And the second phase at architects, housebuilders and specifiers in retail, local authorities, and housing associations.

Developed in conjunction with sustainability body, Forum for the Future, the product has been reformulated to make it better for the environment. Its cans use 25 per cent recycled materials and the new formulation has lower embodied carbon and virtually no Volatile Organic Compounds (VOCs) or solvents, it is claimed.