Effies
Australia
Berger: The Painters Secret
Agency
DDB Group Australia
Client
Dulux
Awards
Bronze
Business to Business Marketing
Summary
To reignite growth in its neglected Berger brand, Dulux launched 'The Painter's Secret' to appeal to cost-conscious trade professionals. The campaign was built on the insight that proud painters see Berger not as a cheap option, but as a secret weapon for projects. This B2B platform, supported by retail training and distinctive communications, transformed perceptions, invigorated the Dulux store network, and re-established Berger as a trusted tool of the trade. The campaign's success on a lean budget proves that B2B effectiveness relies on focus and truth rather than expensive gimmicks.
Case study
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Credits
| David Adams | Brand Manager: Berger | Dulux |
| Richard Hansen | General Manager | Dulux |
| Therese Winterburn | Decorative Marketing Manager | Dulux |
| Judy Liao | Product Manager | Dulux |
| Matt Pearce | CSO | DDB Group Australia |
| Psembi Kinstan | Group CCO | DDB Group Australia |
| Giles Watson | ECD | DDB Group Australia |
| Anneliese Sullivan | Senior Copywriter | DDB Group Australia |
| Sebastian Covino | Senior Copywriter | DDB Group Australia |
| Sonia McLaverty | Head of Production | DDB Group Australia |
| Edward Connelly | Producer | DDB Group Australia |
| Tom Marley | Senior Editor | DDB Group Australia |
| Alex Debely | Editor | DDB Group Australia |
| Aaron Wickers | Studio Manager | DDB Group Australia |
| Jessie Mitchell | Senior Business Director | DDB Group Australia |
| Jiaan Koch | Business Director | DDB Group Australia |
| Sam Simpson | Business Manager | DDB Group Australia |
| Sophia Loschiavo | Planner | DDB Group Australia |
| Stephen Dupont | Director / Photographer | The Kitchen Creative Group |
| Ed Triglone | DOP | The Kitchen Creative Group |
| Manuela Leigh | Head of Production | The Kitchen Creative Group |
| Anna Cuthill | Producer | The Kitchen Creative Group |
| Shayne Pearce | Retoucher | The Kitchen Creative Group |
| Bec Ivanov | Producer | The Kitchen Creative Group |
| Sean Wilkinson | Sound Engineer | The Kitchen Creative Group |
| Dervla McGivern | Managing Partner | OMD |
| Emma Ray | Strategy Director | OMD |