Keiler Effort For The Stanley Works

Introduces Line of Electronic Tools
BOSTON–The newest campaign from The Stanley Works tests consumers on how well they know the company and its tools.
Keiler & Co. in Farmington, Conn., has fashioned a 12-page insert that promotes 30 products and introduces the client’s new IntelliTool line of electronic equipment.
Some five million inserts are set to break next month in consumer and trade publications nationwide. The campaign will run through June. Spending levels were not disclosed.
The insert’s title page poses the question, “Think you know Stanley?” and continues: “Tear out this insert and then answer that question.” On subsequent pages, black-and-white photos offer a contrast to the bright yellow of Stanley’s logo and tools.
The IntelliTool offerings are positioned as “the most technically advanced tools available.” Highlighted products from the new line include the Intellisensor Pro Stud Sensor, the Contractor Grade Lighted Torpedo Level and the Laser Beacon Alignment tool.
“In our industry, it takes a very long time for professionals to try something new,” said Scott Bannell, Stanley’s director of advertising and brand strategy. “They love what they have, [and] it’s difficult to get them to drop what they’re using [and change brands]. It’s not like getting them to switch popcorn on the spur of the moment. We’re still working on communicating the benefits and explaining those products.”
“We wanted to convey the depth of the innovative tools . . . and create something the professional guy could tear out of the magazine and take with him,” said Keiler creative director Mike Scricco.
Bannell called the insert “an interim piece” intended to hold consumers’ interests until Wenham, Mass.-based Mullen, the client’s agency of record, launches a new branding campaign in June.
Keiler has worked for Stanley for the past several years, creating annual reports and collateral materials for the New Britain, Conn.-based tool manufacturer.

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