With DEWALT’s first line of more than 600 American-built tools rolling out factory doors in October 2013, DEWALT needed to figure out how to tell the story of manufacturing coming home to construction professionals and home improvement distributors across America.
DEWALT engaged Planit to lead the strategy, creative development, and comprehensive tactical rollout of a “Built in the USA” campaign to retailers, dealers, and professional contractors—ensuring that the message delivered on DEWALT’s well-known “Guaranteed Tough” brand in an entirely new way.
There was a concern that customers would not believe that prices and quality wouldn’t change with Built in the USA products. It was important to address this in messaging while not detracting from the focus on America.
It was important to ensure that the campaign focus (Tools of the Brave) worked with the Guaranteed Tough theme without replacing the overall brand messaging.
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