Challenge: Connecting With a New Generation of DIY’ers  

Ronseal's famous slogan has defined the brand for decades. Created in 1994, "Does exactly what it says on the tin" is a no-nonsense commitment to product effectiveness and remains one of the most recalled advertising slogans of all time. However, two decades later, brand awareness and salience began to fade. Ronseal struggled to connect with younger consumers, who were less likely to own homes or take on DIY projects. As their creative partner since 2015, we developed a programme aimed at tackling DIY apathy and re-engaging a new generation with the brand's straightforward, down-to-earth spirit.

Innovation: Getting the Job Done. No Fuss. 

Year after year, we’ve delivered bold and disruptive activations that have harnessed Ronseal’s irreverent persona through a series of fame-driving media firsts.  

Working with Channel 4, we took over an entire ad break during Gogglebox, showing a man painting a fence for three and a half minutes. This attention-grabbing campaign went viral on social media and generated widespread national PR, as it humorously captured the mundane reality of DIY in true Ronseal style. 

To bridge the generational divide, we played on the DIY differences between younger and older generations by creating a series of humorous how-to videos for VOD and social media, featuring tips from savvy mums and dads. We also launched Ronseal’s first-ever bot, the 'Pocket Parent,' on Facebook Messenger, offering real-life DIY advice from parents in response to user questions. 

During the Covid lockdowns, we guided Ronseal into its first TV sponsorship, partnering with Channel 4 to create an original advertiser-funded programme, The Great Garden Revolution. The prime-time Saturday-evening show became a runaway success, driving positive brand sentiment, boosting sales, and leading to further series commissions with Channel 4. 

We also staged disruptive product launches, by dramatizing the new concentrated formula of Ronseal Ultimate Fence Life Concentrate with a 'concentrated' billboard at one end of a 48-sheet board. This no-nonsense stunt generated positive PR and engagement across social media.

Impact: Capitalising On the Brand’s Iconic Heritage  

Ronseal’s ad break takeover, for example, reached over 35 million people on Twitter and achieved an above-average recall of over 75%. More than half of those who saw the ad break either engaged on social media, visited the website, or bought the product. Results for The Great Garden Revolution have been similarly impressive, with the first episode drawing just under 1.2 million viewers, and subsequent episodes continuing to attract a strong audience, averaging 845,000 viewers. Additionally, 71% of viewers said they felt more positively about Ronseal, while the brand saw a 38% uplift in sales following the first series. With Channel 4 giving the green light to more branded content and programmes, these bold activations have been crucial for winning new fans to the brand while reinforcing Ronseal’s status in culture as the straight-talking brand that "Does exactly what it says on the tin."