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Shelter Culture
Consumer Goods

125 Years Strong


The world's oldest person passed on at the age of 115 — and she was French. When you have an American-made brand that surpasses that milestone by a decade, you've got something to talk about. So, we threw Channellock — America's premier hand tool maker — one heck of a 125th birthday party.

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125th Anniversary Book

30 Pages Of History, Heroes And, Of Course, Hand Tools.

We produced an anniversary book showcasing Channellock's deep roots as an American tool tradition. The book featured company history, memorable advertising and a heartfelt "thank you" from President and CEO Bill DeArment to everyone who has made his great-grandfather's company — and its blue handles — a part of the fabric of America.

For 125 Years, Fiercely Made in Meadville, PA


TV spots reinforced Channellock's longevity, the things the company has seen throughout its rich history and, most importantly, its commitment to building top-quality tools in a small, Western Pennsylvania town.
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We Show Up For Work Every Day


Tongue in cheek print ads let consumers and the trade know it was a big year for Channellock, with many, many more to come.

"When Channellock started making pliers, the Wright brothers hadn't even started making planes."

This and other factoids appear throughout the 125 Years Strong marketing materials, providing perspective on what an accomplishment it truly is to last for 125 years.

125 days of deals. 18,466 new Facebook fans.

Social Media

Channellock extended its anniversary celebration into the social space by providing an exclusive deal each day to Facebook fans and Channellock Nation members. Fans took advantage of unique offers like commemorative engraving and bundle exclusives — online sales jumped and Facebook "likes" increased by almost 1000%.
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Radio Spot

Radio wasn't around when Channellock was founded. But, it is now and it helped tell the 125th Anniversary story.

125 years of American-made blue handles is something to talk about. We told the story in multiple channels, increasing brand engagement, motivating sales and reinforcing category leadership.