Stanley Fattens Up With Mullen

Mullen has launched the first volley of a year-long, nationwide consumer push for tool-maker The Stanley Works.
The first commercial in a series of TV spots highlighting new products features the FatMax 25-foot tape rule. In the spot, a couch potato relaxing in front of the tube employs the FatMax as a remote control. Unable to find the real remote, he unfurls the measuring tape to reach the dials. The tagline “Make something great,” developed by Mullen, Wenham. Mass., for Stanley two years ago, is used in the new campaign.
The spot is making its debut on sports and other programming geared toward 18-49 year-old males. A print component, using Stanley’s familiar “worker bee” color scheme, has started to appear in spring issues of Field & Stream, Outdoor Life, Popular Mechanics, and other publications. One headline touting FatMax reads: “The longest standout in the industry. Use caution near power lines.” Billboards are also part of the mix.
Stanley, New Britain, Conn., will spend about
$10 million domestically on advertising new products in 2000 through Mullen and Keiler & Co., Farmington, Conn., the client’s business-to-business agency, said Scott Bannell, director of corporate advertising for the company. Stanley will unveil more than 60 new products this year, many to be featured in ads. K