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With home-improvement-product sales at an all-time high and the number of female homeowners growing, Newell-Rubbermaid is targeting women in ads that introduce its rubber-gripped Tough Tools kit.
The $2 million print effort from Wray Ward Laseter, Charlotte, N.C., breaks in September and October bridal and shelter magazines. In one ad, a family room is shown with a wall of some two dozen frames, only four of which are filled. The copy is, “So convenient and tough, it makes hanging pictures possibly too easy.”
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