Cheer it up! How Cuprinol added colour to the garden woodcare category

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.

Cheer it up! How Cuprinol added colour to the garden woodcare category

Principal author: Rob Ward, 18 Feet & RisingContributing authors: Kathryn Ledson and Mark Woor, AkzoNobel; Sara Donoghugh, Pearl Metrics

Introduction

This is a story of category revitalisation on a small communications budget.

Cuprinol, with only £1.6m1, drove value back into a low interest, commoditised category hit by bad weather.

With stand out creative, we reframed Cuprinol and the woodcare category from 'wood protection' to 'garden enhancement', unlocking the potential of the sleeping giant Garden Shades.

We inspired a new female audience to see...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands