Master Lock Embodies the Core Value of Responsibility in Latest Campaign

​Master Lock, the leader in safety and security, and its decades-long agency partner Laughlin Constable have revealed a full creative rebrand and campaign launch for the global brand. The revamped Master Lock brand will be featured through a new marketing campaign that is now running nationwide, as well as new product packaging and merchandising rolling out later this year.

The new brand idea – ‘Master It’ – centres on the growing sense of responsibility consumers face in their daily lives. Brand strategy, which Master Lock developed with LC, set out to understand not just consumers’ purchasing behaviour but the deep reasons they trust Master Lock, discovering that as their responsibilities increase, so do their need for dependable products. The campaign repositions Master Lock to embody the core value of responsibility.

“As we look to our future, it was time for Master Lock to re-affirm our leadership, dependability and trustworthiness within the category, and this new brand look and campaign does just that,” said Katie Hermann, VP of brand development at The Master Lock Company. “LC has a deep understanding of our business and our customers, and we bring that to life in this meaningful and personal new campaign.”

The national campaign, which relaunches the brand for the first time in decades, leverages the tagline “If It Means Something, Master It.” LC created the :60 brand anthem spot along with unique :15s that tell different stories of responsibility – a dad leaving his job at a work site to coach his son’s little league team, a worker heading home to practice with his band and a spot specifically focused on a gun safe.

“Master Lock is an iconic brand that was ready to reach consumers in a new, personal way,” said Pat Laughlin, chief creative officer at Laughlin Constable. “With this campaign we wanted to expand beyond the product benefits of security and peace-of-mind and elevate the brand to being about moments of responsibility - both in our home lives and our work lives.”

The campaign includes :60, :30, :15 and :06 spots and will live across CTV, paid social, streaming audio and podcast, as well as within retail with reimagined packaging and merchandising design.

The spots were created in partnership with Laughlin’s award-winning production arm, HIVE Content Studio, and Interrogate.

Laughlin Constable partners with Master Lock, a part of Fortune Brands Innovations, on brand strategy, creative, packaging design and web development.