Q&A: B&Q marketing director Tom Hampson on the power of ‘You Can Do It’

Tom Hampson, B&Q

As B&Q dusts off its ‘You Can Do It’ slogan for a new advertising campaign, we spoke to marketing director Tom Hampson about the power of the catchphrase, balancing innovation with heritage, and influencer marketing

‘You Can Do It’ has been on the go for 40 years, but is it fair to say it hasn’t been as prominent in recent years?

I think you’re right – it’s always there and it’s always been there. I made it more prominent for a few reasons. The first is because, at the back end of last year, we did a report that showed two-thirds of people are putting off home improvement projects because they don’t have the confidence to tackle them. 


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