Dulux Canada waved the flag and inserted itself into Canada’s triumph in the 4 Nations Face-Off final.

The paint brand renamed “Starless Sky,” one of its most popular colours, to “Let’s Pucking Go” in a nod to the national pastime and Canada’s showdown with the U.S. on Thursday night (which Canada won 3-2 in OT).

Andrew Parsons, creative director at Dulux’s AOR Church+State, says the move for the championship game marks the first time Dulux has “pushed more reactive content.”

The creative uses the deep-grey paint’s ability to cover up a classic Canadian problem – street-hockey puck marks on a garage door – as its selling point.

According to Dulux senior marketing manager Martin Fuchs, the Canadian company wanted to share its love of hockey and pay “a tribute to the countless hours spent perfecting our craft in the driveway and on the ice.”

“We really believe it will resonate with hockey fans and homeowners alike,” Fuchs says.

“Let’s Pucking Go,” part of Dulux’s “Du it with Dulux” brand platform that launched in spring 2024, is a paid social campaign across Facebook and Instagram.

Parsons says the company’s marketing efforts traditionally revolved around key seasonal promotional periods and BOGO offers. Over the past 18 months, however, he says Dulux has been branching out from its traditional spring, summer and fall pushes.

Dulux, as a brand that manufactures in Canada, says it will continue to push Canada-focused creative in the next weeks and months.

“As the ‘Du it with Dulux’ platform continues to evolve, especially in the face of the global climate, this creative is a sign of what’s to come from the brand in 2025,” Parsons says. “As the tournament showed us, it’s pucking great to be Canadian, so let’s keep that pride and that passion going.”

Creative was led by Church+State with support from Substance.