CRAFTSMAN - Do It With CRAFTSMAN

CRAFTSMAN®, the iconic American brand of quality tools, storage and outdoor equipment, selected Colle McVoy as creative partner to help re-energize the 95+ year-old brand. As a result, an ambitious new campaign launched to connect the brand’s beloved sense of nostalgia to the forward-thinking, dynamic and bold brand of today.

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. 

Running this spring and summer on linear and connected TV, as well as across digital platforms, the campaign tested very well among younger audiences, in addition to core users. The campaign is also being supported by paid and organic social media and digital ad buys.