Ronseal and its strategic and creative agency DentsuMB have launched an innovative “no-nonsense” marketing campaign which sees only a fraction of a billboard used, with most of it left blank.
This is to visually reinforce Ronseal’s key messaging for its new Ultimate Fence Life Concentrate, which comes in a “New concentrated size”, and still “Gets the job done.”
The Ultimate Fence Life Concentrate is sold in a mini eco-friendly pouch which uses 90% less packaging, significantly reducing Ronseal’s carbon footprint.
Ronseal claims that there will be no trade off in the product’s quality, with the 950ml pouch creating 5 litres of paint once diluted with water.
The Sheffield-based firm has playfully shaken up its iconic “Does exactly what it says on the tin” tagline for its new “pouch” format with the tongue-in-cheek “Does exactly what it say on the tin pouch.”
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The new billboard can be found at Gospel Oak in London and has been accompanied by a short 30-second spot poking fun at the product’s “New concentrated size” USP, by showing real life footage from the ad’s – extremely brief – installation.
“Ronseal is famous for being a brand that tells it like it is, so what better way to advertise Ultimate Fence Life Concentrate and its pioneering concentrated formula than with a concentrated ad,” Sherwin Williams, Ronseal vice president and general manager, Jane Ryder said.
DentsuMB UK creative director, Richard Pearson added: “With its iconic no-nonsense brand heritage and slogan, Ronseal offers so much scope for creativity and innovative advertising.
“This campaign is a great example of using this approach to turn a media channel on its head to create real stand-out with a smile.”
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