Today sees the launch of a new campaign for garden wood care brand Cuprinol.
The repositioning kicks off with a charming and surreal campaign by 18 Feet & Rising, which champions their Garden Shades range, urging people to cheer up their gardens.
The first push is 'Whimpering Garden', a 30” TV ad in which an unloved garden shed is cheered up with a lick of Cuprinol.
In the ad, a couple is woken up by what sounds like a crying baby, but actually turns out to be their distraught shed. After the husband tries, and fails, to pacify the weeping shed with a giant bottle of milk, the wife produces a tin of Cuprinol which works a treat. The spot’s strapline is: “For protecting and brightening your garden. Cuprinol. Cheer it up.”
The ad, directed by Thai star Suthon Petchsuwan, highlights the emotional pull of the AkzoNobel-owned brand, which boasts a 94-strong colour range, as well as a rich heritage in practical wood protection. The spot will be on air in the lead up to the Easter and May bank holiday weekends, and will be available online.
18 Feet & Rising developed the idea behind the 'Cheer It Up' positioning, as well as the TVC and its digital amplification.
The brand re-launch also includes a new logo and new packaging across all its products, designed by Brand design consultancy Springetts, and the launch of a new website on 27 March developed by AnalogFolk.
Along with its new brand identity, Cuprinol is launching new products this year, including ‘Less Mess Fence Care’ and next generation garden shades, with four-year weather protection. In addition to the 34 existing shades, the brand is also launching 60 new colours for the Garden Shades range.
Kathryn Ledson, Senior Marketing Manager AkzoNobel, said: “Cuprinol has always been passionate about protecting garden wood and enhancing outdoor spaces. We want our new campaign to show people how simple it can be to add personality and colour to outside spaces and inspire people to ‘Cheer It Up’! With the new range of Garden Shades, it’s the perfect time to brighten up Britain’s gardens!”
Rob Ward, Head of Strategy at 18 Feet & Rising, said: “'Cheer it up' repositions the category from a boring, brown chore to a colourful, emotional reward that encourages the nation to bring out the best in their gardens.”
Client: Kathryn Ledson, Senior Marketing Manager
Creative Director: Anna Carpen
Creatives: Anna Carpen, Stephen de Wolf & Behrad Taherparvar
Account Director: Adrienne Little
Strategy: Rob Ward
Agency Producers: Emily Hodgson & Julia Methol
Director: Suthon Petchsuwan
Producer: Hugh Bacher
Post Production: Mum Films
Media Planning/Buying: Mediacom