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Case Study

Stanely Bostich: The Power of Creative Message and Design

Stanely Bostich

Challenge

Stanley-Bostitch is a leading manufacturer of innovative fastening tools for industrial, construction and home improvement applications. In 2005, Stanley-Bostitch was preparing to launch StrapShot™, an innovative metal connector nailer that offered key improvements, notably a compact design for use in tight spaces that also made StrapShot 50% lighter than other nailers.

Stanley-Bostitch, an industry leader, was well equipped to implement a detailed launch program that included collateral, advertising, public relations, displays, and much more. But the company needed a unifying theme – a message that was memorable and that resonated with builders, but also captured key product differentiators.

Ad
Solution

After field research and discussion with builders using the product, Baublitz Advertising developed a tagline “Fire in the hole,” which embodied speed and accuracy, as well as the pace of the typical job site. In advertising and collateral, this memorable phrasing was combined with a close-up shot of StrapShot that 1) demonstrated the product working in a tight corner, 2) indicated its compact design, and 3) enabled the viewer to clearly see the precision offered by StrapShot’s exposed-tip design.

Result

By basing their creative approach on first-hand observation of the StrapShot in use and by listening to the StrapShot’s primary users, Baublitz captured the image powerfully and succinctly. With this image serving as the foundation of the marketing campaign, StrapShot entered the market successfully. 

“We knew Baublitz had hit the mark with the Strapshot ad the second we saw it,” says Todd Langston, Director of Marketing, Stanley-Bostitch. “It encapsulated the key feature of the tool in four succinct words … ‘Fire in the Hole.’ Even better, they showed the perfect image to visually communicate how the product works. For professional contractors, this ad was more interesting than a page from the Victoria’s Secret catalog because it truly solved their problem.”