"It does exactly what it says on the tin" was originally an advertising slogan in the United Kingdom, which then became a common idiomatic phrase in that country.
[5] The slogan was created by Liz Whiston and Dave Shelton at the London advertising agency HHCL.
[6] The idea of the phrase was to emphasise that the company's products would act and last for the amount of time exactly as described on the tin can.
In 2004, toothpaste manufacturer Colgate began a similar copycat advertising campaign in Ireland stating that its product "does exactly what it says on the tube".
[7][better source needed] The phrase is a registered trademark of the Sherwin-Williams Company, the owner of Ronseal, across the European Community for products including paints, varnishes, and wood preservatives (E3085826).