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...