The dulux dog: beloved icon or outdated marketing gimmick?

Exploring the legacy of the dulux dog and whether it still holds relevance today.

The dulux dog is one of the most recognizable mascots in advertising history. With its long, shaggy coat and endearing personality, the Old English Sheepdog has been the face of Dulux paint for decades. But in a world where branding constantly evolves, one question lingers: is the dulux dog still an effective symbol, or has it become a relic of the past?

The rise of the dulux dog: a marketing masterpiece

The dulux dog first appeared in the brand’s advertisements in the 1960s, and it quickly became synonymous with reliability, warmth, and homeliness. The Old English Sheepdog was a perfect fit—its fluffy, cloud-like fur evoked images of freshly painted, pristine walls, while its gentle demeanor made it a beloved figure in households worldwide.

At a time when advertising relied heavily on emotional connection, the dulux dog became more than just a mascot. It was a trusted companion, reinforcing the idea that Dulux paint could transform a house into a home. The campaign was so successful that people started referring to the breed itself as the “dulux dog.”

But branding trends shift. What worked in the 1960s doesn’t necessarily hold the same weight today. And while the dulux dog remains a recognizable figure, some critics argue that it no longer carries the same marketing power it once did.

Is nostalgia keeping the dulux dog alive?

For many, the dulux dog represents a comforting sense of nostalgia. People who grew up seeing the shaggy-coated dog in TV commercials or on paint cans associate it with a simpler time—when marketing was less about algorithms and more about emotional storytelling.

This raises an important question: is the dulux dog still an effective branding tool, or are people simply holding onto it for sentimental reasons? The modern consumer is bombarded with sleek, digital-first marketing campaigns, influencer endorsements, and hyper-targeted advertisements. Compared to these strategies, a fluffy dog as a paint brand mascot might seem outdated.

There’s also the issue of global reach. The dulux dog may be a household name in the UK, Australia, and some European countries, but its recognition isn’t universal. In markets where the Old English Sheepdog isn’t well-known, the branding doesn’t carry the same emotional weight.

The controversy: is the dulux dog a poor breed choice?

Beyond marketing relevance, another debate has emerged: is the dulux dog actually a responsible breed choice for a brand mascot? The Old English Sheepdog is undeniably charming, but it is also a high-maintenance breed. Its thick coat requires extensive grooming, and the breed is prone to health issues, including hip dysplasia and eye problems.

Some animal advocates argue that promoting a breed with such specific care requirements may encourage impulse purchases from people who aren’t prepared for the responsibility. After all, the dulux dog’s fluffy coat may look appealing, but few realize the effort required to maintain it.

Other brands have faced similar criticism. The rise of Dalmatians after the release of 101 Dalmatians led to a surge in abandoned dogs when owners realized the breed’s high energy levels were difficult to manage. Could the dulux dog be indirectly contributing to a similar issue?

The future of the dulux dog: should it be replaced?

With shifting branding trends and growing concerns about breed promotion, some have suggested that Dulux should consider retiring the dulux dog in favor of a more modern approach.

One possibility is rebranding with a different mascot—perhaps a more universally recognizable dog breed or even a fully digital character that can adapt to modern marketing trends. Other companies have successfully updated their branding without losing their core identity. Think of how McDonald’s has evolved Ronald McDonald’s presence, or how Tony the Tiger has remained relevant with digital content.

On the other hand, replacing the dulux dog risks alienating long-time customers who have grown attached to the mascot. There’s also the argument that tradition still has value—just look at how brands like Coca-Cola and Michelin have kept their mascots relevant despite decades in the public eye.

The opinion of Aristopattes.fr

At Aristopattes.fr, we appreciate the dulux dog as a charming and iconic figure in advertising. The Old English Sheepdog is a friendly and intelligent breed, known for its affectionate nature and striking appearance. However, potential owners should be aware that this breed requires significant grooming and care.

While the dulux dog has earned its place in marketing history, its role should not overshadow the realities of owning such a demanding breed. This is a dog best suited for experienced owners who are prepared for regular coat maintenance and an active lifestyle. Whether Dulux decides to keep or replace its beloved mascot, the dulux dog will always remain a symbol of warmth and nostalgia for many.