Rona does it right, again

The DIY retailer launches phase two of its 'Doing it Right' campaign, with three new TV spots and a focus on its eco products.

They did it so right, they’re doing it again.

DIY home products retailer and distributor Rona this week debuted the second phase of its ‘Doing it Right’ campaign, which first hit the market in March 2009.

With creative by Bos and media by Carat (both in Montreal), the second phase of the campaign will include three new TV spots. The first two launched on national TV May 4, while the third will debut May 10.

The spots see the achievements of Rona customers being recognized by people in unexpected places, such as an airplane (the pilot announces a passenger’s deck reno) or a stadium (the announcer informs the crowd of a fan’s DIY rainwater-collection installation).

The campaign’s launch last year marked the change from the brand’s previous slogan, ‘The Canadian How-to People,’ to the new ‘Doing it Right.’ Last year’s campaign also focused on Rona’s eco-conscious products, however, the new phase marks a shift in theme toward customers’ use of those products under the campaign tagline, ‘Here’s to smart choices and a job well done.’