SBC Expanding Thompson’s Brand Reach With New TV, Print Efforts

SBC Advertising is giving the Thompson’s line of wood care products a new, broader positioning with a TV and print campaign.
Cleveland-based Sherwin-Williams Co. last year grouped its wood-stain products–including Thompson’s as well as the H&C and Cuprinol brands–into a new Stains Group.
In December, the company consolidated the $12 million advertising account for the division with SBC in Westerville, Ohio. Hanft, Byrne, Raboy, Abrams & Partners, New York, had previously handled the Thompson’s brand.
SBC’s first work for Thompson’s springs from the strategic project all the contenders for the consolidated account had been asked to address, said SBC president Dave Dennis.
“Thompson’s remains by far the best-known brand among water-sealing products, but other brands have come into the market, many at the high end [of the price spectrum],” he said. “Our charge was to reinforce Thompson’s leadership position for consumers and retailers while also introducing Thompson’s whole array of products.”
Two 30-second TV spots–one focusing on Thompson’s water sealant, and the other on its deck stain line–began airing last week on broadcast and cable TV networks. Using the tagline “It’s
worryproof,” the humorous spots and supporting print and in-store materials seek to move the Thompson’s brand beyond waterproofing into a wider field of home-improvement solutions, including garage floor and fence care.
The media schedule includes spots on network news programming, during syndicated shows such as Bob Vila’s Home Again and on a dozen cable networks, including ESPN’s Major League Baseball coverage. The print media plan includes weekly banner ads in the sports section of USA Today.
The “Worryproof” campaign will run through the summer.