Dulux lets you create paint that's as unique as you are


By Vikesh Bhatt

Dulux’s innovative new Paint Mixing service allows customers to create custom-blended paints to their own ‘recipe’, selecting not only their perfect colour but also the function or finish of the paint to customise it exactly to their unique requirements. AnalogFolk London designed the in-store interface for the new Dulux MixLabs, being introduced into 50 Homebase stores across the UK in June.

To raise awareness through social media, we created image-led content ’mixes’ that communicate the key factual messaging around paint mixing, whilst keeping it fun, memorable and engaging. Each colourful ‘mix’ plays with the idea of blending paint functions and finishes in beautiful Dulux colours to create something unique and unexpected.

We published 25 ’mixes’ in 48 hours, each combination different to the last, to show the potential of paint mixing. We also hand-picked twenty interior design influencers and tweeted them each a personalised ‘mix’ that incorporated something quirky and specific to them.

Generating almost a million impressions over 48 hours, engagement soared 407%.

As part of the wider digital support for the service, we also created a video that explains the process of mixing your perfect paint:

Here are some of our favourite ’mixes’ and what people had to say about them: