Ronseal "does exactly what it says on the tin"

Despite initially "bombing" in focus groups, Ronseal's "does exactly what it says on the tin" strapline has become a part of language and secured the brand its position as market leader.

The line, initiated in 1994 has been the cornerstone of Ronseal advertising since.

The ad was created by agency HHCL and has been spoofed across advertising and media since its launch.

The ad was directed by Andy Wilson, with the iconic line created originally by Liz Whiston and Dave Shelton of the advertising agency.

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