Cuprinol’s share of the woodcare market was in decline, and their position at the very top was under serious threat. An opportunity was spotted with the Cuprinol Shades range to redefine the brand and the woodcare category itself, thereby recapturing market share. A redesign of the range packaging was undertaken, with the focus now on outdoor spaces as an opportunity to create a repositioning of the garden as a fifth room. By making sheds, fences and benches a canvas to decorate rather than features that needed protecting, the client was able to capture a new audience, and inspire purchases by injecting fun into a previously functional category.
As a result, projected sales volume for 2014 was up 76.4% over 2013, while volume growth in 2013 hit 35% and value growth reached 39%. What’s more, sales between January and May 2014 were up 49% over the same period a year earlier.