Cuprinol kills wooden image in makeover

The Cuprinol wood stain man is likely to be killed off as the ICI-owned brand undergoes a &£2m face-lift.

Bacon Caldow Loney O’Connell, the Bristol-based ad agency which has handled Cuprinol for the past two years, plans to swap Cuprinol’s “blokeish” image for a more colourful, upbeat approach. This is likely to mean the end for the three-foot tall wooden character, which has featured in Cuprinol ads for over ten years. The move comes after BCLO pitched against Conquest to retain the business.

Rival wood treatment Ronseal pledged earlier this year to continue its famous “Does exactly what it says on the tin” strapline.

BCLO creative director Richard Kramer says: “The home improvements market is changing and so are people’s attitudes to it. We want Cuprinol to be more fun, in contrast with Ronseal, which is very down-to-earth and blokey.

“We don’t know for certain that the wooden man will be killed off because we are still working on the ad, but it is fairly likely.”

The three-foot high wooden figure was created by Cogent. It attracted press attention three years ago when it was stolen from the Bristol animation studio where it was kept.

The new TV campaign is due to break in the spring. Media buying is through Carat.

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