Ronseal drops its famous ‘Does exactly what it says on the tin’ strapline
DIY giant Ronseal has launched a tongue-in-cheek campaign, where the brand claims to have dropped its iconic ‘Does Exactly What it Says on the Tin’ strapline in response to social media posts pointing out that Ronseal products also come in buckets, tubs, pots and tubes.
To “preserve the brand’s reputation for honesty and straight-talking”, Ronseal has now devised a series of new slogans that better reflect the range of containers their products are supplied in.
As well as taking out full-page press advertisements, Ronseal’s marketing team has drafted in Ronseal marketing director Martin Jones to create his own apology video for customers, in which he says: “The new strapline might not be as memorable as the old one but it is certainly more honest.”
RedPill are handling the blogger outreach and social seeding activity around the new campaign, which was created by Ronseal's marketing communications agency BJL.
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