Do It Best Looks to Live Up to Its Name on Web

Hardware Chain Enlists MZD in Effort to Capture Online Market
CHICAGO–Do-it-yourself enthusiasts may pride themselves on having a complete array of tools, but with suggestions from a campaign created by Montgomery Zukerman Davis, Do It Best Corp. is attempting to expand the definition of hardware.
The international hardware distributor, based in Fort Wayne, Ind., has turned to the Indianapolis shop for help in promoting its Web site at The project is MZD’s first effort for the company.
The site, which launches July 1, is being touted as the “world’s largest hardware store.” It will allow visitors to order tools and seek advice on home improvement projects.
Larry Pensinger, Do It Best’s director of electronic commerce, said he aims to corner the online hardware market in the same way has dominated its niche among booksellers.
“Our perception is there’s no single strength in the hardware market online,” Pensinger said.
MZD’s creative intends to position the Internet and, more specifically, Do It Best’s Web site, as “a powerful new tool for the do-it-yourselfer,” said Mike Soper, a creative director at the agency.
The campaign kicks off next week with print ads in USA Today. TV and radio spots will
follow in the fall. The target audience is consumers as well as the retailers the 54-year-old company already works with.
The print ads show a peg board with painted outlines indicating where to hang drills, wrenches and hammers. Alongside is an outline of a home computer.
“We’re recapturing the word ‘hardware,'” said Peter Pitts, vice president of strategic planning at MZD.
The campaign, with a budget below $1 million, is Do It Best’s first national advertising.
–Jenn Goddu