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When it came time for Craftsman to celebrate its 75th anniversary, the guys behind Sears' tool brand didn't need to look any further than the brand's own history and place in American culture. To punctuate its place in American folklore, Sears has unrolled an ad campaign for Craftsman that focuses on the brand's part in the building and rebuilding of the United States.
"We feel like the brand has a story of its own. We don't have to make things up, force things," said Henry Ferris, Craftsman brand manager.
A four-ad campaign highlights Craftsman's role in the building of the St. Louis Arch, the 1986 makeover of the Statue of Liberty, the creation of American suburbia in the 1950s and '60s, and the daily upkeep of the Golden Gate Bridge - Craftsman tools have been on each of these job sites. "It talks about our heritage, it talks about the history and the brand," Ferris said of the campaign.
Tying into the theme of each advertisement, Craftsman has introduced a new product. For example, picking up on the curves of the St. Louis Arch, Craftsman has debuted its 3-D XL Sander that features three pivoting heads. The sander assists DIYers trying to work with difficult angles. Overall, for its 75th anniversary, Craftsman has released 75 new tools in 2002, including a 3/8-inch Mini T Compact Drill and Professional 10-inch Radial Arm Saw, which includes Laser Trac, Craftsman's laser guide system.
"We still continue to drive innovation and quality standards," Ferris said. "If we ever stopped we would be in trouble. As projects get more complicated, people are looking for more things...