How should it sound on the tin?
Ronseal does exactly what it says on the tin. Even David Cameron agrees. The problem was, they weren’t exactly sure how today’s tin should talk to people. So they asked us for help. We started with two workshops to help them think about who they are and how they work.
First of all, we looked at the brand personality Ronseal had created in the 90s. We helped them understand just why it had resonated so well with the days when Tony Blair was in Number 10 – when you’d paint your fence to the sound of Britpop and nobody ever looked for DIY advice online.
Then, we came back to 2013. It’s almost twenty years since the first ‘does exactly what it says on the tin’ ad. We discussed how Britain’s changed since then, and how Ronseal’s personality has changed with it. We talked about how we’re all different, too.
Once we’d stopped reminiscing, we started listening. Ronseal’s people know far more about their brand than we ever will. So we didn’t want to breeze in and tell them what they should become. We wanted them to show us the best of what they already are.
What we heard helped us pin down the personality traits that make Ronseal’s brand just as vibrant today as it was back in the 90s. And that led us straight to their new tone of voice.
Once we’d helped Ronseal understand what makes them special in today’s world, we helped them bring their personality to life in every word they write. That’s about far more than what it says on the tin.
They’re changing how they sound in print, online, and pretty much everywhere else. That’ll help them keep on leading the great British DIY conversation for another 20 years.
Ronseal people are very direct. They don’t pull their punches. So when they told us they’d really enjoyed our friendly, creative, no bullshit brand-thinking process, we took it as high praise indeed. In fact, if we had a tin that’s exactly what we’d put on it.