Ronseal
Bigger, Bolder & Better in B&Q
The Challenge
As the weather changes and we Brits scrub down the BBQ then dig out the garden furniture, our outdoor spaces come back on to the agenda. For Ronseal this a pivotal moment in the year.
For almost a decade we’ve worked with Ronseal to help them win in this important period with their outdoor range trading plan in B&Q stores across the country.
This year we were tasked to stand out against increasing competition in the category by introducing the recently refreshed brand into the store environment for the first time, whilst communicating product differentiators.
Our Approach
Through our Shopper Forward, Shelf Back approach to strategic shopper projects, we plotted the full path to purchase from the point a need first arises, to the moment a product is plucked from the shelf. Meaning, we not only consider the store environment, but work to understand every point leading up to the shelf edge and therefore what we need to communicate, to which groups, where and when.
With a clear messaging framework established, focus turned towards bring the refreshed guidelines, and renewed focus on ‘Does Exactly What It Says On The Tin’ to life visually. We opted for a simple, bold approach in contrast with much of the category and exaggerated this further with 3D engineering techniques.
Results
Currently live, it’s too early to report on commercial success, but initial feedback has been incredibly positive after installation in over 300 stores.
