New Dulux PaintPod
Dulux, the leading paint brand, is set to shake up the paint market in 2008 with the launch of the biggest-ever innovation since the advent of the paint roller and tray over 60 years ago - the Dulux PaintPod roller system.
The brand's unique consumer understanding has led to the development of Dulux PaintPod, which offers consumers the easiest, fastest and cleanest way to paint, and so will help encourage more frequent painting, thus growing the category and increasing retailers' profits.
The PaintPod roller system received unprecedented scores in consumer research as it's so easy to use: it's mains powered and about the size of a conventional cylinder vacuum cleaner. The unique PaintPod emulsion pack slots into the PaintPod unit so there's no need for messy pouring. The PaintPod emulsion is specially formulated to give optimal flow through the system, splatter-free application and an ultra smooth finish. Once you get started, there's no need to stop to reload the roller - simply squeeze the trigger to release paint onto the roller as required.
After painting, the integrated roller system automatically cleans the roller sleeve and the unit. The PaintPod roller system is complemented by a range of accessories (such as an extended reach handle & extension tube) and replacement parts.
A massive marketing campaign, with a spend in excess of UK£5m, will raise awareness among consumers across the UK from April when PaintPod launches. A new TV ad will be broadcast in primetime slots and will sit alongside the hugely successful 'We know the colours that go' campaign. This will be supported by heavyweight consumer pr, online and POS activities. The PaintPod communications programme is part of an overall Dulux communications investment of UK£l5million in 2008.
Joanne Holder, Dulux Innovation Manager, comments, "We are incredibly excited about this launch as it will have immense benefits for the category, which has seen a slow down in volume growth in recent years. It has been extremely well received in consumer research and trial, and we hope that it will follow in the footsteps of Cuprinol Sprayable, which grew the sector by 45% in two years. PaintPod provides an answer to many of the barriers which prevent consumers painting as often as they'd like, and retailers will benefit from an increased basket spend on the unit and painting sundries."
The Dulux PaintPod roller system will be available from April and has an RRP of UK£69.99. The PaintPod has been specifically designed for use with Dulux PaintPod emulsion, which is available in 33 colours (RRP UK£29.99) plus PBW (RRP UK£19.99) in 5L packs.
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