The 1960s. A great decade (not least of which because it was the decade I was born in). A decade of firsts, and some giant leaps. 1961 saw the first man in space, and the ‘birth’ of the Dulux dog. Aaah, the Dulux dog.
Yes, this fantastic icon celebrates 50 years this year. It first appeared on our screens in 1961, 14 dogs had played the role until it was taken off air in 1996. Interestingly, Dulux had been making paint for 40 years before using the sheepdog. And it was this affectionately named Dulux dog which was credited with much of the company’s success.
Spot an Old English sheepdog on a poster and Dulux instantly springs to mind. That’s powerful branding, and a great icon. Who would have thought this lovely breed of dog (or any other for that matter) would be chosen to promote paint. A brave call.
I would have loved to have been in the creative session that gave birth to using a dog as an icon for paint. I wonder if there was any resistance? (Probably) Or a unanimous decision? (most definitely) I bet there was some fun with the auditions (or should I say dog-ditions). Interestingly legendary trainer, Barbara “walkies” Woodhouse trained one of the most famous dogs, wonderfully named Fernville Lord Digby.
The ad currently running on our screens to celebrate the 50 years shows the icon at its best. As the latest Dulux dog (or should I say Old English sheepdog – who else calls it a Dulux dog?) runs happily along to the tune from the Littlest Hobo.
“Maybe tomorrow” as the tune goes ….
[youtube=http://www.youtube.com/watch?v=mrdudnKxYvk]
Yes tomorrow. What will we be looking back on as icons tomorrow? When I regress to my younger years, I think warmly of the Honey Monster, the aliens from Smash. In 50 years time I wonder which of our current icons will we be looking back on with a smile on our faces. What would make it for you? I suspect that the meerkats will make it into my list.
The 60s were an age of mass advertising, with the growing popularity of TV and the birth of many of the icons we now remember fondly. This is in contrast to our present digital age of multimedia platforms, digital, personalization and data driven marketing. Will this have a bearing on the icons we will remember in 50 years time?
I’m fast forwarding 50 years and thinking that Dulux will know so much about me by then, they’ll probably send a hologram of the Dulux dog (or even the real thing, a descendant of Fernville Lord Digby) carrying a tin of paint in its mouth. A tin of paint that will be the perfect shade for my lounge which I’ll be painting in a hint of fuschia pink because Dulux just happen to know the colour of the settee I’ve bought! Hey, and if I’m really lucky the dog will apply the paint too …. Now that’s the future I like the sound of …
Karen Lambert is an experienced strategic marketer and Managing Director at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
