Tarmac launch revolutionary new products to help DIY shy Brits

Tarmac Building Products launch their first ever consumer advertising campaign within the national press to showcase their revolutionary new range of building products, perfect for DIY shy Brits.

The campaign, which launches on the Easter Bank Holiday weekend, has been created by Wolverhampton agency Connect, who have worked with Tarmac for a number of years.

The building products division of the UK’s largest supplier of construction materials have developed the new U-CAN range, which means no longer borrowing piles of tools and creating lots of mess as all products can be mixed in and used straight from the packaging they are bought in, representing a significant step forward in the convenience, speed and ease of use for consumers.

The products include no mess bags of concrete and mortar, pothole repair kits, patio jointing repair and flexible floor leveller. To make life even easier, each product is supported by a simple step-by-step YouTube video perfect for novice home improvers.

The print advertising campaign called “You’ll soon pick it up” focuses on the innovation and simplicity of the U-CAN range and the concept seeks to challenge the traditional perceptions of those that can and can’t approach DIY.

The highly impactful adverts will appear in seven national newspapers during the Easter weekend and feature an elegant female forearm holding the product and a businessman in his work suit, to appeal to the widest possible audience of consumers who wouldn’t normally tackle DIY projects associated with these types of products.

The advertising campaign will also coincide with a national search for the UK’s worst DIY dodgers, which is being led by Connect PR. The campaign will see Tarmac Building Products naming and shaming dodgy home improvement and DIY shy Brits for the chance to win £1,000 B&Q vouchers and a special visit from the U-CAN handy man who will give helpful DIY tips and advice.

Guy Maddock, Head of Marketing at Tarmac, said: “After two years in development we are delighted to introduce our innovative U-CAN products to B&Q stores across the country, designed for small home improvements as well as for people who haven’t got much DIY experience.

“The advertising campaign focuses on the innovation and simplicity of the U-CAN range and the adverts are deliberately glossy in their overall design which is unusual for the promotion of products of this type.

“We are launching the adverts during Easter and then again during the May Bank holiday weekend and hope they will drive footfall to B&Q stores during some of the busiest trading weekends of the retail DIY season.”

Available now in B&Q’s 357 stores nationwide, the U-CAN range joins a wide variety of products available in the Tarmac Building Products portfolio.

For more information on U-CAN and to find out how to dob in a DIY dodger visit www.u-can.tv