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Black & Decker/VersaPak
How Things Get Done

RAN IN: United States

CLIENT
Black & Decker

AGENCY
Fallon McElligott *Lead Agency


SUMMARY

This highly successful launch was a watershed event for Black & Decker's consumer power tool franchise. As a totally new tool concept, VersaPak was recognized in the hardware industry as the most signifigant new product introduction in the past decade. The total communication effectively breathed new life into Black & Decker's entire product portfolio. In the face of stiff competition, initial sticker shock (first tool purchase buyer gets hit with charger and battery cost), and a brand image deficit--VersaPak's early adoption led to future system repurchases as new product extensions come on line.


Language: English