NEW DULUX TRADE WEATHERSHIELD - NEW - South West Paint Supplies Limited
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NEW
IMPROVED
FORMULATION
NEW DULUX TRADE
WEATHERSHIELD
THERE IS A HIGH POTENTIAL TO SELL THE ADDED-VALUE
BENEFITS OF MASONRY PAINT TO DECORATORS
We have conducted extensive research into the professional decorator
and masonry category which has given us 3 key findings*
Pay more to Weather protection Brand = Trust
get more is important
Most decorators do believe Weather-related claims ‘A brand that I trust’ &
it’s worth paying more for such as ‘mould/algae resistant’ ‘Previous experience of the brand’
good quality ‘Masonry Paint’ 78% & ‘rain-proof’ 62% (combined) are the
57% would pay a little more 75% are key purchase drivers most significant attributes
and 38% a lot more when choosing masonry
*AkzoNobel Weathershield Research – Quantitative research findings
WHAT ARE DECORATORS SAYING ABOUT EXTERIOR PAINT?
“ ”
I need a product that I can trust and that
reflects my professional reputation.
“ ”
I want to feel confident in my recommendation
of exterior paint to my customers.
“ I actively look out for new improved products in
the market that can help me do my job better.
”
“ I take pride in my work, so I want to deliver
”
the professional long-lasting finish that
my client is paying me for.
“ I need to be confident that my finish will protect from
the effects of the weather especially mould and algae.
”
INTRODUCING THE UPGRADED DULUX TRADE
MASONRY RANGE
NEW IMPROVED NEW IMPROVED
SMOOTH MASONRY MAXIMUM EXPOSURE
• Ultimate protection against mould & algae •U
ltimate protection against mould & algae
• Protects against colours fading • Protects against colours fading
In addition to existing properties: In addition to existing properties:
• Excellent application & opacity • 5 x more flexible for extreme weather
• Rain-resistant after 30 minutes
• BBA approval for 15 years protection
TRADE • Rain-resistant after 15 minutes
• 15 years all weather protection
UP
IMPROVED PROTECTION AGAINST MOULD & ALGAE
Our improved formulation has been rigorously
tested in research and development. Painted sample
chips are placed into industrial machines that mimic
the effects of weathering over long periods of time.
FUNGI TESTING
78%
of masonry paint
Unprotected surface Previous formulation 2021 Formulation
shoppers look out
for mould and
ALGAE TESTING
algae protection*
Unprotected surface Previous formulation New improved
*AkzoNobel Weathershield Research – Quantitative research findings
LONGER LASTING COLOUR
Our new formulation is 100% acrylic allowing exterior
paints to be exposed to significantly higher levels
of UV compared with interior paints and this is the main
contributor to colour fade.
We have run extensive testing on painted masonry in
industrial weather machines to measure the long-term
effect of colour fading.
Colour fading is
one of the major
customer triggers
for repainting*
Previous formulation 2021 Formulation
FEATURES: BENEFITS:
• Anti Fade Technology • Durable colours that last longer
• Use of in-house developed binders • Less repainting
• Especially formulated paint • Lower discoloration
*AkzoNobel Weathershield Research – Quantitative research findings
2021 RANGE
SMOOTH MAXIMUM EXPOSURE
MASONRY PAINT SMOOTH MASONRY PAINT
NEW SKUs COLOUR FORMAT EXISTING SKUs COLOUR FORMAT
5583711 PURE BRILLIANT WHITE 5L 5091687 PURE BRILLIANT WHITE 5L
5583723 PURE BRILLIANT WHITE 7.5L
5583716 PURE BRILLIANT WHITE 10L 5090478 LIGHT BASE 5L
5583720 MAGNOLIA 7.5L
5090479 MEDIUM BASE 5L
5583719 MAGNOLIA 10L
5583703 JASMINE WHITE NEW 5L 5090480 EXTRA DEEP BASE 5L
5583704 FROSTED GREY NEW 5L
The following products have been discontinued from the
5583706 GOOSEWING NEW 5L Weathershield Smooth Masonry READY MIXED range
However these are still available to tint via Dulux Tinting Service
5583722 GARDENIA 5L
5583721 SANDSTONE 5L
DELETIONS FROM WEATHERSHIELD
5583705 BLACK 5L SMOOTH MASONRY RANGE
5583714 LIGHT BASE 2.5L
5583715 LIGHT BASE 5L EXISTING SKUs COLOUR FORMAT
5583718 LIGHT BASE 10L 5091675 BUTTERMILK 5L
5583712 MEDIUM BASE 2.5L
5583713 MEDIUM BASE 5L 5091682 COUNTY CREAM 5L
5583702 EXTRA DEEP BASE 2.5L
5583697 EXTRA DEEP BASE 5L 5091676 MAGNOLIA 5L
ALSO AVAILABLE IN THE WEATHERSHIELD RANGE
WEATHERSHIELD WEATHERSHIELD WEATHERSHIELD
PRESERVATIVE EXTERIOR FLEXIBLE EXTERIOR
PRIMER UNDERCOAT HIGH GLOSS
• 8 yrs protection • 8 years all weather protection •8
years all weather protection
• BBA approved • BBA approved •B
BA approved
• Used on bare wood • Excellent flexibility & adhesion * • Tough & durable protection* *
**
Applicable to Gloss * Applicable to Undercoat
INTEGRATED COMMUNICATIONS PLAN
TR
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NEW DULUX TRADE
IMPROVED
FORMULATION
WEATHERSHIELD
NEW DULUX TRADE WEATHERSHIELD NEW
MAXIMUM EXPOSURE
IMPROVED
FORMULATION
5X
Best ever Anti-fade
Shower
mould & technology 15 resistant
algae for long MINS
more flexible in 15 mins
protection † lasting colour*
NEW DULUX TRADE WEATHERSHIELD NEW
SMOOTH MASONRY
IMPROVED
*excluding white. † compared to previous Smooth Masonry formulations
FORMULATION
Best ever Anti-fade
Excellent Shower
mould & technology
opacity & 30 resistant
algae for long MINS
easy to apply in 30 mins
protection † lasting colour*
*excluding white. † compared to previous Smooth Masonry formulations
SOCIAL AND EMAIL STRATEGY
VIDEO ASSETS SOCIAL STRATEGY
Full range of new engaging campaign videos to User generated content from decorators of
be used across social channels and YouTube. before and after imagery – encouraging
users to share their own before and afters
Instagram stories to encourage
engagement (Using polls, stickers etc.)
Weathershield focused email to be
sent to our database
Testimonials feature across social &
our In The Know eCRM newsletter
Suite of new updated product videos highlighting
the key benefits of each product (Smooth Provide merchants with a digital toolkit,
Masonry, Maximum Exposure and WEGS) including social assets & copy examplesIN-STORE SUPPORT
VISIBLE PROTECTION
AGAINST CRACKING & FADING
PRINTED ASSETS VISIBLE PROTECTION
AGAINST MOULD & ALGAE
Digital Toolkit for merchants:
• Exterior Banner
• Pallet wrap (Masonry only)
• Counter top solution 8 8YRS Excellent
superior weather
opacity &
protection easy to apply
3 NEW
• Video books using ATL video
part system IMPROVED
FORMULATION
Best ever Excellent
mould & opacity &
algae easy to apply
• Poster packs (Colour, mould & algae, WEGs)
protection †
Anti-fade
Shower
technology 30 resistant
for long MINS
lasting colour* in 30 mins
• Sales engagement demo kits
*excluding white. † compared to previous Smooth Masonry formulations
• On-shelf point of sale
NEW DULUX TRADE WEATHERSHIELD NEW
MAXIMUM EXPOSURE
IMPROVED
FORMULATION
5X
Best ever Anti-fade
Shower
mould & technology 15 resistant
algae for long MINS
more flexible in 15 mins
protection † lasting colour*
NEW DULUX TRADE WEATHERSHIELD NEW
SMOOTH MASONRY
IMPROVED
*excluding white. † compared to previous Smooth Masonry formulations
FORMULATION
Best ever Anti-fade
Excellent Shower
mould & technology
opacity & 30 resistant
algae for long MINS
easy to apply in 30 mins
protection † lasting colour*
*excluding white. † compared to previous Smooth Masonry formulationsONLINE SUPPORT
DIGITAL ASSETS
Digital Toolkit for merchants:
• Social media ads
• Website banner
• Exterior imagery (in 3 new RM colours
& 3 top selling colours)
• Social assets along with suggested copy
NEW
IMPROVED
FORMULATION
iPad presenter:
•F
ormulation upgrades
- Mould & algae
- Colour fade
NEW DULUX TRADE • Reminder of WEGS
WEATHERSHIELDYou can also read
