A ‘Passion’ for Tools

Mullen Details Stanley’s Advanced Products
BOSTON–Building upon a national branding effort that broke in September, Mullen has unveiled a new batch of print ads for The Stanley Works.
The campaign highlights the toolmaker’s new generation of products, including the technologically advanced IntelliTools line. The “Make something great” tagline–introduced by the Wenham, Mass., agency last year–is retained.
The ads sport large photos and detailed descriptions of the products set amid the company’s familiar colors–black and yellow. A column runs down the side of each ad listing Stanley’s eight product groups, along with the tagline and logo.
The client wanted to include in-depth product descriptions because of consumer demand, said Scott Bannell, corporate advertising director at New Britain, Conn.-based Stanley. “Our target is very passionate about tools,” he said. “They want details.”
The campaign targets a range of users, from professionals to novices, said Mullen account supervisor Rick Humphrey. The ads, which recently broke in mainstream consumer magazines such as Sports Illustrated and Popular Mechanics, will run through year’s end.
The “Make something great” campaign will continue next year. The 2000 ad budget has not been set, Bannell said, but he hopes spending will continue to be in the $10-15 million range.
Keiler & Co., Farmington, Conn., just launched trade ads for Stanley [Adweek, July 19].