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

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


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 garden wood as a canvas to decorate with colourful Garden Shades, not just protect.

This opened up an additional household purchase opportunity, at a significant price premium, alongside the traditional water based fence treatment. Increasing average household purchase volume and ultimately driving value back into the category.