Blue Marlin rebrands Dulux in Oz

Blue Marlin’s Melbourne office has rebranded the 60-strong Dulux Weathershield range, in order to reposition the brand with a more technical proposition.

Dulux has been owned by Orica since December 1997, following its purchase from ICI.

Within the 60-strong range, locally-aimed products have been created according to location and climate. For instance, Weathershield X10 has a tropical formulation for Queensland and the Northern Territory.

“The old design was dated and failed to communicate the product’s ten-year Exterior Protection guarantee,” explains Blue Marlin Australia managing director Simon Jones.

Other projects recently completed by the consultancy’s Australian offices, based in Melbourne and Sydney, include relaunching the range of traditional-style carbonates for Schweppes, and introducing six Noble Rise speciality brands for leading Australian food manufacturer George Weston Foods.

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