Defence Proves the Best Form of Attack for Cuprinol

1983 campaign for Cuprinol wood preserver. A previously `mature' market dominated by the brand, and attracting low level maintenance advertising only, was threatened in 1982 by two major new competitors, ICI and Sterling Roncraft.
Agency: EverettsAuthor: Laurence Hagan

Defence Proves the Best Form of Attack for Cuprinol

THE MARKET BACKGROUND

The product and the company

Seventy-five years ago, a Dane called OP Christensen discovered that by dissolving copper salts in a spirit solvent he could make a preservative which was insoluble in water. He sold it originally in Scandinavia to protect fishing nets. This original product was first marketed in Britain 50 years ago as a wood preservative under the name 'Cuprinol', and rapidly became the dominant brand in the market. Further technical development by the Cuprinol company led to...

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