Dulux Paints is drawing attention to its nationwide launch with a charity program called “Adding Colour to People’s Lives” this summer.

The company, which was purchased by AkzoNobel in 2008, brings together Glidden, ICI Paints, Betonel and Colour Your World under one combined brand.

Dulux Paint’s launch program will donate $1 million in paint to communities across the country, to be used for projects in areas around each Dulux Paint store, Vince Rea, senior VP of Dulux Paints, tells MiC.

“It is part of a campaign to join into a global community since Dulux is sold in more countries than any other brand, but it’s also a grassroots event. It’s great because employees and communities all across Canada are really behind this.’

The program will be promoted through a campaign with media buy by MediaCom and creative by Elvis, the UK-based direct marketing agency arm of Cossette, and will include TV commercials on specialty channels like HGTV Canada, as well as targeted print ads.

The campaign will kick into high gear in late July, when 80% of the 230 Canadian Dulux Paint stores will be re-bannered.