Cheer it up! How Cuprinol added colour to the garden woodcare category
Cuprinol, with only £1.6m, sought to drive value back into a low interest, commoditised category hit by bad weather. By reframing Cuprinol and the woodcare category from ‘wood protection’ to ‘garden enhancement’, the campaign attracted 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. The campaign achieved a value growth of 23.1%, breaking an initial target of 8.8%, with a payback of £3.20 incremental profit for every £1 spent.