Keiler Unlocks Stanley Works’ Door of Innovation

Keiler & Co. has launched advertising for the WelcomeWatch Door, part of a year-long business-to-business campaign promoting tool innovations from The Stanley Works.
“Their goal is to have 25 percent of [annual] income come from new products,” said Mel Maffei, executive vice president of Keiler, Farmington, Conn. Overall Stanley spending at Keiler is expected to be in the low seven figures, said Maffei.
The doors, which have just begun shipping to suppliers of home building materials nationwide, feature a keyless security lock and lighting system activated by a small, handheld device. Pricing is slightly higher than a standard door from New Britain, Conn.-based Stanley.
“For beauty, security and convenience, press here,” reads the headline of one print execution. “Men everywhere, rejoice. Here’s another remote,” another ad says. An effort was made to portray the doors as fashionable enough for builders to put into high-end homes, while offering practical security features, said Paul Kingsford, who served as creative director. Gini Kramer wrote the copy for WelcomeWatch, teaming with art director Eric Perez.
Ads have begun to break in spring issues of trade and specialty publications, including Building Products, Custom Home and Shelter. Consumer-focused efforts may follow once contractors and retailers begin stocking the doors in high volume, Kingsford said.
WelcomeWatch ads and upcoming executions for new saws, knives, measuring devices and other products all use the familiar yellow and black Stanley color scheme developed in 1998 by Mullen, Wenham, Mass., Stanley’s lead agency. Mullen’s tagline “Make something great” is also retained.
The template Mullen developed, “really seems to work for them. It makes them stand out” in the magazines where Stanley ads appear, Kingsford said.
Keiler has worked for Stanley since 1978, handling a variety of project assignments, including business-to-business advertising, internal reports and sales materials. K