The slogan ‘it does exactly what it says on the tin’ has been used in Ronseal TV ads since the mid 90s and it’s effective because its no-nonsense, practical approach goes against much of the over-selling that goes on in many campaigns.
Ronseal won’t get you hot chicks, but it will remove stains from your garden furniture…exactly as described on the tin.
This slogan is also a good example of how longer slogans can work. Using nine words defies conventional wisdom that slogans absolutely, positively must be short. It even uses the word ‘exactly’ when it doesn’t have to – but by doing so, it makes it more conversational and places emphasis on its practical use.
And now the phrase has entered UK society and is used colloquially by people in any number of circumstances. “Here’s that ‘five-speed food-blender’ I promised you. It, er, does exactly what it says on the tin”.
Most consumers couldn’t name a single competitor to this brand. Job done, Ronseal.
I was really confused, and I assumed I didn't understand... It took a surprising bit of back-and-forth before I realized (to myself), "Oh, you're just wrong!"
I was about seven years old and I made a chocolate cake out of Fanny Farmer, the seven-minute boiled icing. And the icing didn't work. And, of course, I immediately blamed the cookbook, like any good cook. And I started getting suspicious about recipes. I sort of wondered, "well, maybe it wasn't just me." Then, many years later, I started taking cooking courses, and it's the scalding milk example. I discovered, actually, you don't have to scald milk for making bechamel or veloute....