How do you re-introduce an iconic American tool brand to the Canadian market, a decade after they left?
CRAFTSMAN is the dominant tool brand for amateur builders south of the border. But, when they left Canada after running into distribution issues they found it hard to break back in to our market.
You connect the brand to something they are already passionate about.
We associated CRAFTSMAN tools with grass roots hockey in Canada by encouraging viewers to build their own backyard rink with CRAFTSMAN tools, to fix their helmets with a CRAFTSMAN screwdriver, or clear their driveway for game of ball hockey with a CRAFTSMAN snowblower. Demonstrating that there was a place in their lives for CRAFTSMAN Tools.
Then we created the CRAFTSMAN Passion Projects program.
A monthly influencer platform that has grown from the single subject of hockey, to anything that Canadians might build as an act of pride.
