Dylon

Objective

Dylon has been an M&F client for 13 years. In 2002 we were briefed to change consumer perceptions of Dylon as an old-fashioned distress purchase, and rekindle excitement in Dylon Machine Dye, repositioning it as an object of desire for the 21st century.

Tactics

We worked with leading designers to create Colour Couture, presenting 26 innovative Dylon Machine Dye projects to the home and lifestyle media in a luxurious colour booklet. A charity partnership with Cancer Research UK highlighted Dylon’s fashion credentials: in the annual Recycled Fashion Show, where UK fashion students competed using Dylon products and garments from Cancer Research UK shops.

Results

This was the most successful Dylon campaign ever, generating an increase in Machine Dye sales of 37% in the two months following the campaign. Media coverage for the brand tripled, with multi-page features across 46 titles. Fashion editors and TV programmes including Changing Rooms now regularly feature new ideas from Dylon.