Dulux has launched a reformulated version of its flagship exterior paint as its “toughest paint yet” – while marking 50 years of the Dulux dog in Australia.
The product refresh coincides with a milestone for one of Australia’s most recognisable brand assets — the Dulux dog, first introduced in 1976.
Richard Hansen, Marketing Director at Dulux, told Mediaweek, “This year also marks 50 years of our iconic Dulux dog in Australia. The Dulux puppy represents the next generation, alongside our new reformulated Weathershield.”
The Dulux dog and the next generation in 2026. Image: In the Media
50 years of the Dulux dog celebrated with Weathershield update
Hansen explained how the product is now different: “We’ve combined the latest advances in paint formulation with our unique Maxi-Flex Technology to deliver our toughest paint yet.”
He added that the product has improved resistance to dirt, mould, algae, colour fade and sheen loss, helping homes maintain a freshly painted look for longer.
“We’ve tested it across all Australian weather conditions to ensure it delivers maximum durability while maintaining vibrant colour and sheen.”
The Dulux dog turns 50
Originally portrayed by an Old English Sheepdog named Mr Boswell wearing a Dulux-branded cap, the Dulux dog quickly became a fixture in Australian households.
This year’s campaign features a new generation of Dulux puppies, symbolising longevity and the brand’s next chapter.
The Dulux dog turns 50. Image: In the Media
Hansen said the campaign not only commemorates the brand’s history but also reinforces its commitment to innovation through nostalgia.
“The Dulux Dog has been a symbol of trust and protection for Australian homes for half a century,” Hansen said.
“This campaign is all about celebrating both our legacy and our commitment to keeping homes beautiful and protected.”
Hansen added that the dog is more than just a mascot, describing it as “woven into the fabric of our brand”.
“It has always been, and will continue to be, an iconic identity for Dulux.”
The campaign has been delivered as a multi-agency collaboration between Clemenger BBDO, Initiative, Scooter, In the Media PR and the Dulux marketing team.
Top Image: The next generation of the Dulux dog and Weathershield in 2026. Image: In the Media