As Australia’s leading brand in the paint and coatings category, Dulux held a dominant market position—but had begun to lag in digital innovation. To reinvigorate its competitive edge, Dulux engaged Digital Rehab to develop a forward-looking channel distribution strategy and oversee the launch of a new digital platform.
The strategy began with a comprehensive assessment of competitor channels, growth pillars, and brand differentiators. While Dulux’s colour range remained unmatched, its digital presence needed to reflect that leadership. The result: a bold innovation that redefined the customer experience.
Key outcomes included:
- Development of a strategic channel distribution roadmap
- Launch of MyColour, a pioneering colour selection tool built in Java
- Redesign and rebuild of the Dulux website with enhanced UI and information architecture
- Strong stakeholder alignment across internal teams and external partners
MyColour Innovation: Leveraging Dulux’s unrivalled colour range, MyColour empowered users to create personalised palettes for any project—simplifying the selection process and elevating customer engagement. This tool quickly became a standout in the industrial sector, setting a new benchmark for digital utility and brand differentiation.
Project highlights:
- $750K budget for MyColour development
- $500K budget for full website redesign and build
- 17-month delivery timeline
- Immediate market impact, with MyColour outperforming competitor tools within its first week
- Enduring recognition as one of the most effective marketing innovations in the sector
This transformation underscored the importance of continually reassessing the marketing mix and embracing innovation—not just to maintain market leadership, but to legitimise and extend it.
