The paint company is aiming to cash in on a boom in the DIY market, which is predicted to be worth £5bn in 2005, fuelled by the popularity of house and garden design TV shows.
Integrated agency Meerkat has been tasked with developing a strategy to tap into the burgeoning market, which has grown by about 45% in the past six years.
The agency has been briefed to develop and brand a range of Dulux Trade products and services for the self-build market.
The campaign will include a 16-page brochure called 'Making dreams real', offering advice on colour, design and innovation, and a six-page leaflet outlining Dulux Trade's self-build package.
An online campaign will drive traffic to a microsite that will provide information and advice to self-builders.
Dulux group brand manager Ian Bradshaw said the strategy marked a 'unique opportunity' for the company to 'secure market dominance' in the sector.
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