Does exactly what it says on the tin
Encyclopedia
"It does exactly what it says on the tin" was originally an advertising slogan in the United Kingdom
, which then became a common idiomatic phrase. It colloquially means anything that is as it appears or claims to be without further explanation needed.
It originated in a series of television advertisement
s by the woodstain and wood-dye manufacturer Ronseal
, initiated in 1994 and still being broadcast . The slogan was created by Liz Whiston and Dave Shelton at the London advertising agency HHCL
. The idea of the phrase was to emphasise that the company's products would act and last for the amount of time exactly as described on the tin can. The word "tin" is generally used even when the product is sold in a different type of container, although "box" is also sometimes used. The expression soon entered common usage in the UK.
Such is the phrase's ubiquity in the UK that in a 2011 BBC News
report concerning the copyrighting of phrases and expressions, a copyright expert expressed surprise that Ronseal used such a common, everyday phrase in their advertising.
The phrase is also commonly known and used in Ireland
, the Ronseal advertising campaign having also been shown there and UK television being widely available. In 2004, toothpaste
manufacturer Colgate
began a similar copycat advertising campaign in Ireland stating that its product, "does exactly what it says on the tube."
The phrase is a registered trademark of The Sherwin-Williams Company, the owner of Ronseal, across the European Community for products including paints, varnishes and wood preservatives (E3085826) .
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
, which then became a common idiomatic phrase. It colloquially means anything that is as it appears or claims to be without further explanation needed.
It originated in a series of television advertisement
Television advertisement
A television advertisement or television commercial, often just commercial, advert, ad, or ad-film – is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product...
s by the woodstain and wood-dye manufacturer Ronseal
Ronseal
Ronseal is a British wood stain and preservative manufacturer, responsible for the "Does exactly what it says on the tin" phrase, an advertising slogan created by agency HHCL which has since entered popular culture....
, initiated in 1994 and still being broadcast . The slogan was created by Liz Whiston and Dave Shelton at the London advertising agency HHCL
HHCL
HHCL was a London based advertising agency prominent in the 1990s. The firm won fame for its innovative working practices and radical approach to marketing communications, and was voted 'Agency of the Decade' by Campaign magazine in 2000...
. The idea of the phrase was to emphasise that the company's products would act and last for the amount of time exactly as described on the tin can. The word "tin" is generally used even when the product is sold in a different type of container, although "box" is also sometimes used. The expression soon entered common usage in the UK.
Such is the phrase's ubiquity in the UK that in a 2011 BBC News
BBC News
BBC News is the department of the British Broadcasting Corporation responsible for the gathering and broadcasting of news and current affairs. The department is the world's largest broadcast news organisation and generates about 120 hours of radio and television output each day, as well as online...
report concerning the copyrighting of phrases and expressions, a copyright expert expressed surprise that Ronseal used such a common, everyday phrase in their advertising.
The phrase is also commonly known and used in Ireland
Republic of Ireland
Ireland , described as the Republic of Ireland , is a sovereign state in Europe occupying approximately five-sixths of the island of the same name. Its capital is Dublin. Ireland, which had a population of 4.58 million in 2011, is a constitutional republic governed as a parliamentary democracy,...
, the Ronseal advertising campaign having also been shown there and UK television being widely available. In 2004, toothpaste
Toothpaste
Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it serves as an abrasive that aids in removing the dental plaque and food from the teeth, assists in suppressing...
manufacturer Colgate
Colgate-Palmolive
Colgate-Palmolive Company is an American diversified multinational corporation focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products . Under its "Hill's" brand, it is also a manufacturer of...
began a similar copycat advertising campaign in Ireland stating that its product, "does exactly what it says on the tube."
The phrase is a registered trademark of The Sherwin-Williams Company, the owner of Ronseal, across the European Community for products including paints, varnishes and wood preservatives (E3085826) .
External links
- Oxford Advanced Learners Dictionary (OALD), Word of the Month: Does exactly what it says on the tin