The Language of Paint

This was our hidden challenge. It wasn’t just about elevating the brand; it was about transforming its emotional appeal. Trading up to Heritage was being blocked by long-established brand signals. So, we needed to find a way for Heritage to create new emotional associations. 

We challenged the long-held convention is that paint brands need to be seen, not heard.

The first paint brand to use podcasts to create deeper emotional, personal connections to Heritage

Partnering with podcast marketplace Acast, we harnessed the power of storytelling and autonomous sensory meridian response - that’s ASMR to you and me. 

We created immersive ASMR soundscapes that bring Dulux Heritage Colour to life in listeners’ minds.

This first ever paint podcast partnership is the beginning of our audio adventure, delivering growth for Dulux in a competitor free environment. A picture may be worth a thousand words, sound paints a powerful emotional connection. We changed the rules.