The ‘ironic’ naming of Dulux’s One Coat range of paint is the ‘stuff of legend’, according to a company whistleblower.
‘Honestly, ten years on and we still dine out on it. I can’t believe what was said as a joke was taken seriously.’
The story of how an ordinary, so-so paint for wood and metal came to be given a name suggesting a long-lasting finish could be achieved with just one application is difficult to escape at the Dulux head office. It’s mentioned on plaques, notice boards, coat racks (natch) and motivational posters, and is celebrated by an annual get-together held in the company’s canteen, the Paint Pad.
‘We wanted a new name for a range of paint that was getting a bit tired, and one of the guys just said ‘one coat’ as a joke’. We all fell about, but then the marketing director said that we’d nailed it. Next thing we know, it’s flying off the shelves.’
Customers who complain that they require a second and sometimes a third coat of the product are told that the name refers to the necessity of applying the paint ‘one coat at a time.’
‘In that respect, the name works on several layers. Much like what our customers need,’ said the grinning whistleblower.