Channellock Rebrand
It’s a new era for iconic American tool manufacturer Channellock, Inc. with the launch of the Built Strong. Works Hard. Won’t Quit. integrated marketing campaign. The campaign includes new packaging, retail marketing, PR, trade show support, social media, content creation and digital and print media. Here are some highlights:
THE MACHINE
The centerpiece of the launch is a campaign video featuring a custom-built Rube Goldberg machine, using several of the company’s Made in USA products. Rube Goldberg machines are complex contraptions that perform simple tasks in sequence via domino effect.
THE SOUND OF STEEL
In “The Machine,” a hard-rocking custom music track titled The Sound of Steel incorporates authentic sounds recorded in the CHANNELLOCK factory, which will serve as Channellock, Inc.’s anthem in continued content.
PRINT AND DIGITAL MEDIA
Headlines such as “Chiseled Jawline,” “Brains & Brawn” and “Solid Muscle” call out the distinctive features of the CHANNELLOCK line of tongue and groove, cutting and linemen’s pliers, respectively.
CUSTOM PANDORA STATION
Sharing the name of their custom track, Channellock, Inc.’s Pandora’s rock station The Sound of Steel provides target audiences rock tracks to keep it loud wherever they are.
