Positec, a manufacturer whose Rockwell power tool line has long depended on infomercials to drive business, is moving into a more prime-time TV slot via a partnership with Lowe’s and the History Channel show Counting Cars.
The tool brand is trying something new with the TV and retail partnership after its humor-based campaign last year fell flat with consumers. The new spots take a more traditional, call-to-action approach. “[Consumers] want to see the product work, see how it functions,” said Craig Taylor, Positec’s vp of marketing.
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