Leo Martínez
The phrase does exactly what it says on the tin was originally a British advertising slogan for the wood stain, paint and preservative manufacturer, Ronseal. The slogan was created by Liz Whiston and Dave Shelton at the London advertising agency HHCL. The phrase was used to emphasise that the company's products would act and last for the amount of time exactly as described on the tin can. The phrase has since entered common usage in the UK and has even been featured in a song by Katie Melua. It is now used to describe something that is open, honest and delivers against its promise.
| Characteristics | Values |
|---|---|
| Origin | The phrase was originally an advertising slogan for the wood stain, paint and preservative manufacturer, Ronseal. |
| Year | 1994 |
| Co-creators | Liz Whiston and Dave Shelton |
| Agency | HHCL |
| Meaning | The phrase means that a product or policy is open, honest and delivers against its promise. |
| Use | The phrase has entered popular culture and is used in everyday speech. |
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What You'll Learn
History of the slogan
The slogan "does exactly what it says on the tin" was originally a British advertising slogan, created by Liz Whiston and Dave Shelton of the London-based advertising agency HHCL. The slogan was developed for a 1994 TV advertisement campaign for Ronseal, a paint and varnish manufacturer. The phrase was meant to emphasise that the company's products would act and last for the amount of time exactly as described on the tin can.
The expression soon entered common usage in the UK and even made its way into the Oxford Dictionary of Idioms. It has come to represent a product or policy that is open, honest, and delivers on its promises. The phrase has been used by notable figures such as David Cameron, who invoked the expression to describe his preferred approach to politics.
The success of the slogan lies in its simplicity and catchiness. By using the phrase "does exactly what it says on the tin," Ronseal was able to convey a message of transparency and reliability to its customers. The slogan suggests that their products are straightforward and easy to understand, inspiring trust and confidence in consumers.
Today, the slogan is more than just an advertising catchphrase; it has become a part of everyday language and culture. It is often used colloquially to describe something that is exactly right for the job or a situation where the name of something accurately describes its qualities. The phrase has even inspired similar advertising campaigns by other companies, such as the toothpaste manufacturer Colgate, who claimed that their product "does exactly what it says on the tube."
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Ronseal trademarks the line
The phrase "does exactly what it says on the tin" is a registered trademark of the Sherwin-Williams Company, which owns Ronseal. The slogan was created by Liz Whiston and Dave Shelton of the London-based advertising agency HHCL in 1994. The idea behind the phrase was to emphasise that Ronseal's products would perform as described on the tin. The phrase has since entered common usage in the UK and Ireland, with people using it to describe something that is straightforward and honest.
In a 2004 interview, David Cameron, then head of policy coordination for the Conservative Party election campaign, said that "people are crying out for a kind of Ronseal politics. They want it to do what it says on the tin." This shows how the phrase has permeated popular culture and politics, with Cameron and others using it to summarise their preferred approach.
The success of the Ronseal advertising campaign can be attributed to its simplicity and its ability to connect with people. HHCL's creative director, Steve Henry, noted that the campaign stood out because it went against the grain of clever advertising at the time. Rather than trying to be clever or intimidating, the campaign focused on being straightforward and accessible, encouraging people to try Ronseal products by emphasising that they were easy to use and reliable.
By trademarking the line, Ronseal has been able to protect its intellectual property and ensure that the phrase is uniquely associated with its brand. This has helped to solidify the company's presence in the DIY market and reinforce its brand identity as a straightforward and reliable provider of wood stain, paint, and preservative products. The phrase continues to be used in Ronseal's advertising and has become an enduring part of the brand's image.
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The phrase enters popular culture
The phrase "does exactly what it says on the tin" has become a part of popular culture in the UK and Ireland. It is commonly used in everyday speech, often to describe something that is straightforward and delivers on its promise. The phrase has even been used by public figures such as David Cameron, who invoked the expression in a 2004 interview to describe his preferred approach to politics.
The origin of the phrase can be traced back to a 1994 advertising campaign created by Liz Whiston and Dave Shelton of the London-based advertising agency HHCL for the wood stain, paint, and preservative manufacturer Ronseal. The slogan was designed to emphasise that Ronseal's products would perform exactly as described on the tin, demystifying the process of buying wood stains and varnishes for consumers.
The catchy and simple nature of the slogan helped it quickly gain traction and enter common usage in the UK. Over time, it became a colloquial phrase used to describe something that is exactly as described or suitable for the task at hand. For example, one might say, "This medicine does exactly what it says on the tin; I feel much better now."
The phrase has also made its way into other forms of media, such as music. In 2007, British singer Katie Melua released a song titled "What It Says on the Tin," showcasing the phrase's influence on popular culture. Additionally, other companies have drawn inspiration from Ronseal's campaign, with toothpaste manufacturer Colgate initiating a similar advertising campaign in Ireland in 2004.
Today, the phrase continues to be widely recognised and understood, even by those who may not use it frequently. Its usage has extended beyond its original context of products in tins or cans, with variations such as "it does what it says on the box" also entering common parlance.
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Similar advertising campaigns
The advertising slogan "It does exactly what it says on the tin" has become a common idiomatic phrase in the UK and Ireland. The phrase is used to represent a product or policy that is open, honest, and delivers against its promise. The slogan was created by Liz Whiston and Dave Shelton at the London advertising agency HHCL for the wood stain and wood-dye manufacturer Ronseal.
- "The future's bright, the future's Orange": This slogan was used by the UK telecommunications company Orange to promote its brand and services. The campaign was designed to be uplifting and futuristic, reflecting the company's vision of a bright and connected future.
- "Beanz Meanz Heinz": This catchy slogan has been used by Heinz for its baked bean products since the 1960s. It emphasizes the brand name and the product, creating a playful and memorable association.
- "Every Little Helps": Tesco, the UK's largest supermarket chain, uses this slogan to convey its commitment to providing customers with a positive shopping experience. The phrase suggests that every small action, product, or service contributes to a better overall experience.
- "Should've Gone to Specsavers": Specsavers, an optical retailer, uses this phrase to promote its services. The campaign is often used in humorous contexts, suggesting that someone's mistake or misjudgment could have been avoided with clearer vision.
- "Probably the Best Beer in the World": Carlsberg, a Danish beer company, uses this slogan to position its product as a superior choice. The word "probably" adds a touch of humour and subtlety to the claim.
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The meaning of the phrase
The phrase "does exactly what it says on the tin" is an idiomatic phrase that originated in the United Kingdom. It is used to emphasize that the name of something is an accurate description of its qualities or that it delivers on its promise. The phrase was originally coined as an advertising slogan by Liz Whiston and Dave Shelton of the London-based advertising agency HHCL for the wood stain, paint, and preservative manufacturer Ronseal in 1994. The slogan was designed to convey that Ronseal's products would perform as described on the tin, simplifying the process of buying the product for consumers. For example, if a Ronseal wood varnish product claimed to be weather-resistant, it would protect your fence from the rain. The phrase has since entered common usage in the UK and Ireland, and has even been used by public figures such as David Cameron to describe his preferred approach to politics. It has come to represent a product or policy that is open, honest, and delivers on its promises.
The phrase is often used colloquially to express that something is exactly right for the job at hand. For instance, one might say, "He did exactly what it said on the tin; he was the right man for the job." The word "tin" is generally used in the phrase even when the product in question is sold in a different type of container, although "box" is sometimes used as well. The phrase has also inspired similar advertising campaigns, such as a 2004 toothpaste advertisement in Ireland that stated that its product "does exactly what it says on the tube."
While the phrase originated in the UK, it has spread beyond British borders and is now understood in other parts of the world as well. Some Americans, for example, have reported understanding the phrase and its meaning, even if it is not commonly used in their everyday language. The phrase has also made its way into popular culture, such as in the song "What It Says on the Tin" by Katie Melua, further spreading its usage and recognition.
Overall, the phrase "does exactly what it says on the tin" has evolved from a catchy advertising slogan to a widely recognized idiomatic expression, reflecting a sentiment of honesty, transparency, and reliability in various contexts beyond its original commercial purpose.
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Frequently asked questions
Colloquially, the phrase means that the name of something is an accurate description of its qualities.
The phrase was originally an advertising slogan for the paint and varnish manufacturer Ronseal. It was created by Liz Whiston and Dave Shelton at the London advertising agency HHCL in 1994.
The phrase was meant to emphasise that the company's products would act and last for the amount of time exactly as described on the tin can.
No, the phrase is also commonly known and used in Ireland. It has also made its way into the Oxford Dictionary of Idioms.
