Woodcare product manufacturer Cuprinol Ltd will kick off a £2.5m national advertising campaign just before Easter, featuring a series of television commercials on ITV, Channel 4 and Channel 5.
The Somerset-based company’s three 10-second TV adverts, starting from April 1, tap into real people’s stories to communicate the “caring” values and heritage of the Cuprinol brand. Each shows how different products take care of wood.
The commercials, to be intensified in the run-up to key bank holiday trading periods, are also running on satellite and cable stations.
A targeted press campaign will run throughout the summer in high circulation women’s magazines and home interest titles, plus national newspapers such as The Sun and Daily Mail. Other promotional work will involve an intensive public relations campaign to secure national and regional press coverage, plus new point-of-sale literature.
Joanne Holder, Cuprinol marketing manager, said: “We believe the new ‘caring’ campaign theme will reinforce Cuprinol’s core values with current users as well as appealing to a broad spectrum of new consumers.”
