Cabot ‘Champions’ Its Heritage

Looking to position its wood-care products as quality alternatives to better-known brands, Samuel Cabot has unveiled the broadest ad push in its 123-year history.
Created by the client’s in-house ad team, a series of 15 print executions begin rolling out nationwide this month in consumer, trade and specialty magazines. Running through the end of the year, the two-page spreads feature people who have enjoyed good results with Cabot products.
One ad features Walter and Debbie Thomas posing in front of their classic white colonial house. The copy says the couple used “2 coats of Cabot in 1996.” The tagline, which changes slightly with each execution, reads: “There’s 120 years of protection in every can of Cabot.”
A second ad makes reference to “a combined 88 years using Cabot” and shows a pair of elderly painters. The ad concludes: “There’s 120 years of reputation in every can of Cabot.”
The company is hoping to increase awareness and market share by focusing on its quality, said Gregg Riskin, director of marketing of Cabot in Newburyport, Mass. “The ads are designed to champion our heritage. We are pioneers in our category.”
Spending is in excess of $1 million, Riskin said.
Privately held Cabot holds about 9 percent of the national wood-care marketplace, trailing competitors such as Sherwin-Williams, Benjamin Moore and Olympic, Riskin said.