Challenge

With the full resources of the Atlas Copco group behind it, Chicago Pneumatic was on a mission: To bring more than a century of heritage into the new millennium and recapture their leadership position in pneumatic tools. This brand was so prominent throughout the 20th century that Norman Rockwell’s cover portrayal of Rosie the Riveter for a 1943 Saturday Evening Post included a Chicago Pneumatic riveting hammer on her lap. But that was then.

How could Chicago Pneumatic capture the attention of the market with new positioning? They needed to show the innovation, technology, and passion they had for the market through a retooled brand strategy and launch program. They turned to BOLTGROUP.

Solution

With a new vision of “first in mind, first in choice,” we set out to create a brand strategy and launch platform to introduce 20 new tools at the AAPEX show. Included was an amazing CP7750 Turbo, the world’s most powerful impact wrench. Our fully integrated program included a complete packaging redesign, ad campaign, sales collateral, direct mail, trade show exhibit, video, product demonstrations, and stunt marketing. We then took the brand on the road with tool truck transporters, brand merchandise for mechanics, and product knowledge information for retail.

Result

Through the continued use of a brand strategy featuring bold use of the red and black color palette, powerful graphics, and matter-of-fact frank language, the Chicago Pneumatic brand enjoys a global reach today, available worldwide.