Elena Rossi
It does exactly what it says on the tin is a phrase that originated in the United Kingdom as an advertising slogan for the wood stain and wood-dye manufacturer Ronseal. The phrase was created by Liz Whiston and Dave Shelton of the London-based advertising agency HHCL and was meant to emphasise that the company's products would perform as described on the tin. The expression soon entered common usage in the UK and has even been used by Prime Minister David Cameron to summarise his preferred approach to politics. The phrase is often used to describe something that is transparent, straightforward, and gets the job done.
| Characteristics | Values |
|---|---|
| Origin | The phrase originated in a series of television advertisements by the wood stain and wood-dye manufacturer Ronseal in 1994. |
| Creator | The slogan was created by Liz Whiston and Dave Shelton at the London advertising agency HHCL. |
| Meaning | The phrase means that the name of something is an accurate description of its qualities. |
| Use | The phrase is used to represent a product or policy that is open, honest, and delivers against its promise. |
| Use Case | It is used when a product does what it claims or what is written on its package. |
| Examples | Some examples include Ronseal's garden paint in White Ash, Quick Drying Woodstain, and Colgate toothpaste. |
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What You'll Learn
'Does what it says on the tin' is a common British phrase
The phrase "does what it says on the tin" is commonly used in British English. It is used to describe a product or policy that is open, honest, and delivers on its promise. The phrase originated in a series of television advertisements by the wood stain and wood-dye manufacturer Ronseal in 1994. The slogan was created by Liz Whiston and Dave Shelton at the London advertising agency HHCL. The idea behind the phrase was to emphasise that the company's products would perform and last exactly as described on the tin can.
Over time, the phrase entered common usage in the UK and even made its way into the Oxford Dictionary of Idioms. It is often used to describe something that is transparent, straightforward, and no-frills. For example, if someone asks, "What's wood glue supposed to do?" a simple answer would be, "It glues wood together," followed by "It does what it says on the tin."
The phrase has also been used in popular culture, such as in the song "What It Says on the Tin" by British singer Katie Melua. Additionally, it has been used by public figures like former Prime Minister David Cameron to describe his preferred approach to politics.
The phrase has even inspired variations, such as "it's a Ronseal job" or "we need to Ronseal it," implying the need to make something obvious, just like in the Ronseal advert. The success of the Ronseal advertising campaign has led to similar campaigns by other companies, such as toothpaste manufacturer Colgate in Ireland, claiming that their product "does exactly what it says on the tube."
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The phrase originated from an advertising campaign for Ronseal products
The phrase "does what it says on the tin" is now more than just an advertising slogan; it has become part of everyday language in the UK and Ireland. The expression is used to describe something that is transparent, straightforward, and delivers on its promise. The phrase originated from an advertising campaign for Ronseal products, including paint and wood treatment fluids, in 1994.
Ronseal, a manufacturer of wood stain and wood dye, hired the London-based advertising agency HHCL to create a campaign that would demystify their products. The resulting slogan, "does (exactly) what it says on the tin," emphasized that the company's products would perform and last exactly as described on the tin can. The phrase was created by Liz Whiston and Dave Shelton, who explained that it summed up the idea of a straightforward product that did what it claimed.
The expression quickly entered common usage in the UK and has even been featured in a song by Katie Melua. It has also been used by public figures such as former Prime Minister David Cameron to describe his preferred approach to politics. In addition to its literal meaning, the phrase has taken on a metaphorical significance, representing openness and honesty.
The success of the Ronseal advertising campaign can be seen in the lasting impact of the phrase, which has endured long after its initial use in the 1990s. The expression continues to be widely understood and used in British culture, demonstrating the power of effective advertising to shape language and influence society.
Today, the phrase is commonly used to describe products or policies that are perceived as honest and reliable, reflecting the original intent of the Ronseal campaign to build trust and clarity around their brand. The slogan's enduring popularity and cultural significance showcase the creative and impactful nature of advertising slogans and their ability to resonate with audiences beyond their initial context.
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The phrase has been used in politics and music
The phrase "does what it says on the tin" has become a part of everyday vernacular in the UK and Ireland. It is used to describe something that is open, straightforward, and delivers on its promise. The phrase has also made its way into politics and music, becoming a common expression in both spheres.
Politics
The phrase has been notably used by British Prime Minister David Cameron on multiple occasions to describe his preferred approach to politics. In 2004, he said, "People are crying out for a kind of Ronseal politics - they want it to do what it says on the tin." Later, he used the phrase again to sum up the state of the coalition government at its halfway point, calling it "a Ronseal deal."
Music
The phrase has also found its way into music, most notably in the song "What It Says on the Tin" by British singer Katie Melua. Released in 2007, the song's lyrics use the phrase in a similar vein, conveying honesty and transparency in a relationship: "Everything you are is just what it says on the tin / Words that were honest, spoken from the heart / Everything you did was just what you said." The song's title itself is a clever play on the phrase, suggesting that the song is exactly what one would expect from its title.
The phrase "does what it says on the tin" has become a versatile expression, finding its way into various aspects of popular culture, including politics and music. Its usage in these fields showcases its adaptability and how it has become ingrained in the cultural lexicon, especially in the UK and Ireland.
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The phrase has metaphorical uses
The phrase "does what it says on the tin" is commonly used in British English. It is used to describe something that is transparent, straightforward, no-frills, and delivers against its promise. For example, when asked what wood glue is supposed to do, one might respond with "it glues wood together; it does what it says on the tin."
The phrase has also taken on metaphorical uses beyond its original context of advertising Ronseal products. For instance, it can be used to describe a person who is reliable and follows through on their commitments. Similarly, it can be used to describe a situation where the outcome is as expected or promised.
In politics, the phrase has been used by former British Prime Minister David Cameron to summarise his preferred approach to politics, suggesting that he aimed to be transparent and honest in his policies and their implementation.
The phrase has also made its way into popular culture, with British singer Katie Melua releasing a song titled "What It Says on the Tin" in 2007. Although the song is about relationships, it draws on the metaphorical meaning of the phrase, suggesting that the song's themes are transparent and straightforward.
Overall, the phrase "does what it says on the tin" has become a versatile part of the English vernacular, especially in British English, and is used to emphasise honesty, transparency, and reliability.
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The phrase is trademarked by the Sherwin-Williams Company
The phrase "does what it says on the tin" is a registered trademark of the Sherwin-Williams Company, which owns Ronseal. The slogan was originally coined in 1994 by Liz Whiston and Dave Shelton, who worked for the London-based advertising agency HHCL. The phrase was created for a series of television advertisements by the wood stain and wood-dye manufacturer Ronseal. The idea behind the phrase was to emphasise that the company's products would perform as described on the tin. In other words, if a Ronseal product claimed to be a quick-drying wood stain, it would indeed dry quickly.
The phrase soon entered common usage in the UK and is now considered an idiomatic phrase. It is used to describe something that is straightforward, transparent, and no-frills. The phrase has even been used by prominent figures such as former British Prime Minister David Cameron to describe his preferred approach to politics.
The Sherwin-Williams Company, as the owner of the trademark, has exclusive rights to use the phrase in association with its products. This includes paints, varnishes, and wood preservatives sold under the Ronseal brand. By trademarking the phrase, Sherwin-Williams legally protects its association with the innovative and reliable products that live up to their promises.
The company has built a reputation for serving its customers well through its diverse offerings. Sherwin-Williams provides coating solutions, paints, stains, and supplies for various industries, including automotive, commercial refinishing, fleet, and collision repair. They also offer advanced technologies such as liquid, powder, and electrocoat solutions for original equipment manufacturers (OEMs) and industrial designers.
In addition to their broad range of industrial applications, Sherwin-Williams is committed to meeting the needs of paint and design professionals. They offer tailored products, pricing, and partnerships, as well as value-added services that ensure safety, efficiency, and consistency in coatings operations. With their innovative coatings, Sherwin-Williams strives to meet or exceed specifications, providing unparalleled asset protection in markets such as infrastructure, oil and gas, and marine.
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Frequently asked questions
The phrase "does what it says on the tin" is used to describe a product or policy that is open, honest, and delivers on its promise. It originated from a 1994 advertising campaign for the paint and varnish manufacturer, Ronseal.
The phrase is often used to describe a product that works as per the instructions on its packaging. For example, "The medicine does exactly what it says on the tin; I feel much better now."
While the phrase may be more common in British English, it is understood by most people and has also been used by non-British individuals.
