Agricultural, Industrial & Building

All related products, materials, tools and services.

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1997 BRONZE

How Things Get Done

This highly successful launch was a watershed event for Black & Decker's consumer power tool franchise. As a totally new tool concept, VersaPak was recognized in the hardware industry as the most signifigant new product introduction in the past decade. The total communication effectively breathed new life into Black & Decker's entire product portfolio. In the face of stiff competition, initial sticker shock (first tool purchase buyer gets hit with charger and battery cost), and a brand image deficit--VersaPak's early adoption led to future system repurchases as new product extensions come on line.

Brand: Black & Decker/VersaPak
Client: Black & Decker
Agency: Fallon McElligott
Language: English

1996 GOLD

Which Worm Is More Dead?

Farming costs have steadily risen over the past ten years, forcing farmers to pay even closer attention not only to the effectiveness of their pest control, but also to the cost. Because Ammo by FMC is the Low-cost alternative for worm control, the time was right for the product to shine. Our message was simple: "Guaranteed worm control. Cheap."

Brand: FMC Ammo Insecticide
Client: FMC Corporation
Agency: The Martin Agency
Language: English

1996 SILVER

Doberman

The objective of Schlage's "Doberman" campaign was to increase awareness and sales. By positioning the brand as the Doberman of Locks, Schlage was able to stand out in a parity category, and associate peace of mind with the brand. The TV campaign used attention-grabbing humor to convey the lengths consumers go to protect themselves when they don't install Schlage locks.

Brand: Schlage
Client: The Schlage Lock Company
Agency: Suissa Miller Advertising
Language: English