In an attempt to move away from being seen as "just a functional solution to protecting wood," garden wood care supplier Cuprinol is launching new livery and brand identity this Month through a massive media and advertising campaign.
The campaign aims to show of the AkzoNobel-owned supplier's new philosophy of 'Cheer It Up', focusing on helping consumers cheer up their gardens. The tagline will run through all touch points including the brand's new website, which has been revamped to fit with the new look.
The site, launching on March 27, has been redesigned to motivate consumers to think of their gardens as an additional room for their homes. A new advertising campaign is also underway, focusing on the consumers' emotional relationships with their gardens. A TV advert, which debuted this week, shows a couple woken up by their crying shed, which can only be soothed by the addition of a new coat of Cuprinol paint.
2013 will also see 60 new colours added to Cuprinol's Garden Shade range, currently made up of 34 shades.
AkzoNobel senior marketing manager Kathryn Ledson 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!"