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Ronseal taps BJL for integrated campaign as 'Does exactly what it says on the tin' line celebrates 21 years

Ronseal has announced it has retained BJL to oversee and develop a new integrated campaign for the brand famed for its ‘Does exactly what it says on the tin’ strapline.

The appointment sees BJL charged with assuming overall communications responsibility including brand planning and strategy, creative across traditional and digital platforms, content creation, consumer and trade PR, and social media strategy.

2015 marks 21 years of the ‘Does exactly what it says on the tin’ line and the brand is preparing to launch an array of new products. Brand building activity will be incorporated across other Sherwin Williams products including Purdy, Geocel, Thompson’s and Colron.

James Smith, marketing director, Sherwin Williams, said: “We’re delighted to align all our communications activity with BJL, possessing as they do the ability and expertise to deliver campaigns across multiple platforms, coupled with a genuine understanding of who we are and where we want to take the brand in 2015.”

BJL chief executive officer, Nicky Unsworth, said the agency was “delighted” to be helping Ronseal “maintain and build” its status.

“Working with an iconic brand such as Ronseal brings with it a great deal of responsibility, not only to protect and safeguard its heritage but to ensure that identity remains relevant to the changing expectations of modern day consumers; a challenge and opportunity we’re proud to take on board,” she added.

BJL is gearing up to build on the brand's no-nonsense approach to DIY during 2015 – maximising impact through its distinctly straight-talking tone of voice across all platform.

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