B&Q is to unveil its move to attract more female diyers with new branding and a series of tv adverts.
B&Q is investing a 'significant sum' to target women with its addition of 4,000 new products to its current line-up.
The first tv advert will promote the retailer's own-brand of paints, wallpapers, curtains, and soft furnishings via the 'Colours' range.
As part of the change in its communication strategy, B&Q will replace the 'You can do it' strapline with the inclusive 'Let's do it' to re-iterate its 'get someone in' stance.
Adverts will feature homeowners deciding to undertake decoration and the sense of pride and achievement that comes with finishing a project.
A re-worked version of Cole Porter's 'Let's do it, let's fall in love' accompanies the footage.
The tv campaign will be supported with national and local press and magaizne ads, direct mail, online and instore.
B&Q marketing and customer proposition director Jo Kenrick said that as the business is 'entering an exciting period', it was appropriate for B&Q to refresh its communications, and reflect the 'collaborative relationship' it now wishes to pursue with its customers.