DULUX Paints Launches Rallying Cry to Motivate ‘Chronic Painting Procrastinators’

The DULUX Paints brand of PPG is challenging homeowners to stop putting off painting projects. The company’s latest campaign hopes to convince chronic painting procrastinators to finally tackle painting projects that have been ignored for far too long. With its bold and humorous take on why people wait so long to paint, Dulux Paints is reminding all of us to: Stop. Putting. It. Off.

“Not all homeowners are Pinterest junkies or do-it-yourself aficionados,” said Martin Tustin-Fuchs, brand manager, Dulux Paints by PPG. “The immediate satisfaction provided by a fresh paint job is often overshadowed by the prospect of preparation and decision-making related to painting, so people live with patchy paint jobs and regrettable colour choices for months, even years. It can become a real source of frustration and conflict in some households. For this reason, Dulux Paints wants to provide support, encouragement and a real sense of excitement about improving one’s living environment.”

A television campaign that highlights the hilarious “non-excuses” procrastinators use to get out of painting will be bolstered by print, digital and social media initiatives encouraging people to strike painting tasks from their to-do lists. Dulux Paints stores across the country will be at the heart of the “Procrastinators Anonymous” movement, offering expert advice and irresistible incentives, such as its ever-popular “Buy-One-Get-One-Free” promotion, throughout the year.

“Our hope for this campaign is that it will make people laugh, but more importantly, it will position Dulux Paints as a resource to motivate and assist do-it-yourself painters with their painting needs,” Tustin-Fuchs continued. “Our in-store experts often double as coaches, and we encourage Canadians to take advantage of the support and expertise we offer in our stores.”

The campaign launches April 10, just in time for the Dulux Paints “Buy-One-Get-One-Free” promotional sale that begins April 17. Customers can look forward to seeing fun “Procrastinators Anonymous” merchandise in all Dulux and BETONÉL / Dulux Paints stores across the country, including “Stop. Putting. It. Off.” sticky notes that will surely come in handy in every household. Canadians are invited to join the “Procrastinators Anonymous” movement online using hashtags #StopPuttingItOff and #ProcrastinatorsAnonymous.