If that's true, plenty of people will be calling on Wickes. Unlike a lot of DIY outlets, Wickes has concentrated on heavyweight materials and tools for tradespeople and 'confident and capable' do-it-yourselfers. The new slogan, devised with ad agency Mortimer Whittaker O'Sullivan, was launched in a TV campaign over Christmas. The ads draw a parallel between Wickes, proud to put its name on its own products, and its customers, one of whom we see proudly signing the last drawer of a 'beautiful' but 'affordable' kitchen he has just assembled. The slogan, spoken in gruff, salt-of-the-earth tones, reminds us that almost anything you buy from Wickes will have Wickes written on it. It promises that each own-brand product will uphold the firm's good name - its reputation. But the slogan is preaching to the converted. If you've never had the pleasure of visiting a Wickes store and loading your trolley with Wickes sand and cement, it is nearly meaningless.
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