Stanley Tools Case study

Background/Challenge
In the late ’90s, Stanley made a strategic decision to reduce their marketing investment, which resulted in a dramatic decline in brand awareness and relevance to 18-to-34-year-old “do-it-yourselfers”. Our challenge was to create a passionate, emotional connection to the younger generation.

Key Insights
Our search for the big idea led us to the back rooms of blue-collar bars at local work sites. Pitchers of beer and platters of wings were the truth serum that led to deep trade insights and secrets of tool preferences. Great tools instantly inspire confidence among professionals.  Further, we came to understand the playful “locker-room” sensibility that tools generate in the hands of young tradesmen.

Strategic/Creative Solution
The creative strategy was to exploit the transformative effect that Stanley Tools had on the target consumer when they picked them up. We labeled this “The Tool Effect.”

Media Solution
Our integrated program included a cross-platform plan with all of ESPN’s properties to align the brand with the most powerful brand in sports.  We went into men’s favorite places and created programs for sports bars, gyms and job sites.  

Results
Launch year sales up 10% over the previous year. + 5% year 2. Unaided awareness increased 75%. Purchase intent improved 25%. Web site traffic increased 70%. And, if trade recognition is any measure of success, in 2005, Scott Bannell, Stanley’s Director of Corporate Marketing, was recognized by AdAge as one of the “Marketing 50”.

AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates CW: Jeff Baxter CD: Jim Hagar, Me
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Jeff Baxter, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Bob Gates, Me  CW: Brooks Jackson, Jim Hagar  CD: Me, Jim Hagar
AD: Jim O'brien, Me  CW: Jeff Baxter, Jim Hagar  CD: Me, Jim Hagar
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