Power Tools Brand Tries to Nail Down Target Audience With History’s Counting Cars

Launching multifaceted campaign in partnership with Lowe's

Positec, a manufacturer whose Rockwell power tool line has long depended on infomercials to drive business, is moving into a more prime-time TV slot via a partnership with Lowe’s and the History Channel show Counting Cars.  

The tool brand is trying something new with the TV and retail partnership after its humor-based campaign last year fell flat with consumers. The new spots take a more traditional, call-to-action approach. “[Consumers] want to see the product work, see how it functions,” said Craig Taylor, Positec’s vp of marketing.

They get just that in the upcoming “Rock Your Garage” campaign from Positec, which includes TV spots that will run on History, a sweepstakes, co-branded end caps in Lowe’s locations and product integration on Counting Cars, a Pawn Stars spinoff reality show filmed in Las Vegas.

“It’s incredibly important to reach consumers at every touchpoint, in their everyday lives,” said Samantha Maltin, svp of marketing for History. “Using tools, for example, is a way to expand the equity of Counting Cars and expand the fan experience.”

For Positec, this campaign is launching at an opportune time, as the gift-happy fourth quarter is when the industry sees roughly 40 percent of its annual sales.

“It’s always a challenge to come up with a new and unique promotion,” said Taylor, adding that the ability to tie into Counting Cars’ personalities via the power tools they use in their shop “really has given us an incredible way to grab attention in the retail environment. Having [the tools] associated with professionals and craftsmen at the level of Danny [Koker] and his crew is a huge endorsement.”

On the flip side, what Positec and Rockwell offered History was an entree into retail, and Lowe’s shares a common target audience with Counting Cars and the History Channel in general. “They jumped on it; it’s one of the top channels on their list,” Taylor said.

Maltin and Taylor wouldn’t disclose the terms of the deal, but noted that each brand leveraged its individual marketing and advertising efforts within their existing marketing budgets, while jointly increasing their reach, scope and exposure.