Stanley Black & Decker

May 29, 2009 Katie Tammaro

Challenge: For many years, Stanley focused on the Do-It-Yourself marketplace, which served the company well until it faced a slowdown in the mid-90s. In reality, its product line was far broader than just the consumer market, including divisions that serviced a wide range of commercial applications. By that time, the brand had fallen out of favor with professionals, who felt the company walked away from the trade.

Solution: A rigorous account planning process revealed an untapped branding opportunity with professionals, and the insight that they are motivated by accomplishments on the job. Based on these insights, Stanley’s Make Something Great campaign focused on bringing contractors back to the brand by motivating them and people who think like them to fully realize their skills, vision and creativity.

Results: Integrated Public Relations Campaign Builds $85MM of Media Coverage