Tool Brand Craftsman Partners with Colle McVoy to Help Re-Energise the Brand

CRAFTSMAN, the iconic American brand of quality tools, storage and outdoor equipment, has selected Colle McVoy as creative partner to help re-energise the 95+ year-old brand by connecting its beloved sense of nostalgia to the forward-thinking, dynamic and bold brand of today. The agency is providing brand strategy, creative and connections strategy to support this profound marketing shift. An ambitious new creative campaign launching in May is the first work to break as a result of the partnership.

“CRAFTSMAN has incredible brand equity with loyal consumers who have long relied on our tools to take on any job in the home, garage and yard,” said Tabata Gomez, chief marketing officer of Tools & Outdoor for Stanley Black & Decker. “We will continue connecting with our loyal users while reaching out to younger generations who share a love of building with pride.”

Called Do It With CRAFTSMAN, the national campaign uses energetic creative and bold messaging to add swagger to the brand. Two 30-second broadcast TV spots, called Power Tool Ballad and Give it a Kick, show how with a CRAFTSMAN tool in hand, DIYers know they can get the job done — almost as if they have their own house band hyping their every move. The spots feature catchy rock riffs with lyrics that celebrate all types of projects, from trimming the lawn, fixing a leaky john and building a new kitchen add-on. They will run on linear and connected TV, as well as across digital platforms. The campaign is also being supported by paid and organic social media and digital ad buys.