THE ASK :
Develop a brand extension for Craftsman.
THE CHALLENGE :
How can we extend a brand into a new category for its current loyal consumer base without losing the core identity of the Craftsman Brand?
THE OPPORTUNITY :
Bring Craftsman products beyond the workshop and begin the development of an lifestyle brand for the blue collar worker.
The Solution :
Craftsman Outdoors comes to life, continuing the shift of Craftsman into a Lifestyle Brand for the whole family.
The Strategic Process
THE INTERNAL BRAND RESEARCH :
Craftsman has been around for generations since the early 1900's. You could find the craftsman line of tools in Sears, and as of recent also in Ae Hardware and Lowes. Their core values are Performance, Durability, and Quality, and although they aren't seen in the consumers eyes as a premium professional quality product, the practicality of the product for its price is exceptional, and most often found in a construction workers personal toolbox, or the maker and craftsman that works from their own garage studio.
THE EXTERNAL MARKET RESEARCH :
THE FINDINGS :
Craftsman had begun offering some products that you could find not only in the studio, but also on a camping trip; the foldable chair, and the headlamp.
We saw an opportunity to continue the extension of this line into a new brand extension that offered a product line of outdoor equipment necessary for family camping trips.
We found that these blue collar workers were looking for time to get out of the studio and away for weekend trips with their families.
THE TARGET :
THE STRATEGY :
THE COMMUNICATION STRATEGY / CREATIVE :
The Craftsman Outdoors Product Line would include the items necessary to take the family on a camping trip. An application would be developed that helps you remember to pack everything. We call it Pack Check. The way it works is through inserting RIFD chips in all of the products that come in the Day Pack. It notifies you through the app if something isn't in the pack. Eventually hiking maps and D.I.Y. camping projects would also be included in the app.
THE LAUNCH :
The launch of Craftsman Outdoors would include the continuation of an earlier campaign that was successful for Craftsman, the Make-cation. The new line would be available for trial during the event weekend, and encourage families to join the craftsmen who would be participating in the building and tool competitions.
Craftsman would sponsor the use of the new product line of camping gear for the duration of "Building off the Grid" on a current partner network - DIY. The stars of the show would promote the product before and after commercial breaks.
Over the course of the next five years, the Craftsman Outdoors line will grow, providing automotive accessories and equipment for other outdoor activities like fishing, and canoeing.
Alexander M. Whiteway