Tarmac Building Products – ‘u-can’.

Britain’s DIYers are happy to paint a wall or change a plug, but some need to be empowered to take on ‘tougher’ challenges such as re-pointing slabs or patching driveways.  The u-can brand has made it easy.

YouTube views

Exclusive 5 year
deal with B&Q

Excellence Award

The Purpose


Organising Idea

“Don’t say you can’t, say u-can”.


We focused on how everyday people were able to overcome their fears and tackle those DIY nightmares. Through social media, homeowners were asked to  “Dob in a DIY dodger” as part of a competition fronted by Julia Kendell from DIY SOS – with the chosen dodgers receiving a visit demonstrating how they can with u-can.

Brand World

We created the u-can brand world developing all of the key touchpoints from branding and identity through to packaging, POS, advertising and the web.

Systems and Platforms

QR codes on packaging linked to the ‘u-can TV’ YouTube channel which carried a rich mix of content, encouraging DIYers to take up their tools and get the job done. Customers could share experiences and swap tips through Facebook and a dedicated microsite. Combined YouTube views to date have exceeded 250,000.


Within two years the u-can brand had created a new category in DIY and was awarded an exclusive 5 year distribution deal with B&Q, with Tarmac Building Products receiving a coveted ‘Operational Excellence Award’.