Rolf Harris dropped as face of British Paints after sex probe arrest
DuluxGroup has confirmed that Rolf Harris has been dropped as the face of its British Paints brand after acknowledging the entertainer’s presence would have “limited appeal.”
Rolf Harris launched the brand in 1975
The group did not directly link the decision with Rolf Harris’ recent arrest in connection with allegations of sex offences arising from the probe into deceased entertainer Jimmy Savile.
Harris launched the firm’s brand position in 1975 with the “Trust British Paints, sure can", campaign, and returned to re-establish the connection in 2011.
"The Rolf Harris format aired in the 1970s and was revived for a campaign about two years ago, which received a positive response from consumers and the community from a nostalgia perspective," Dulux spokeswoman Lisa Walters said.
"However, we recognised that this would have limited appeal in the future, given the younger demographic for the British Paints brand.
"British Paints had been working on a new product and accompanying promotional campaign," she said.
The veteran entertainer was interviewed under caution in November 2012. He was named by Rupert Murdoch owned newspaper title, The Sun, in the UK during April.