NEW BLACK & DECKER TOOL LINE
By Adnews Staff
U.S.-based Black & Decker is coming out with an all-new line of cordless tools in the fall for home handypersons. There are 25 products in the line, all colored jade green. This is a re-positioning to appeal to people who want something a little more upscale than the traditional B&D line which is seen as being at the bottom end of the power tool spectrum. At the same time, the company will re-package its Quantum line, launched in 1993 as a brand for the more serious do-it-yourselfer, and distribute it to mass marketers such as Wal-Mart Stores. The Quantum tools have not been as successful as B&D had hoped they would be. The company will also continue to produce about a half dozen of the old black and grey tools, for beginners. In the U.S. a $16-million TV & print campaign from Fallon McElligott of Minneapolis will start in October to push the new line. Bearing the tagline "How things get done", the advertising will initially show men using the tools, but women will eventually be featured as well to help broaden the product's appeal. Later this month, B&D will announce its marketing plans for Canada where advertising is done by MacLaren: McCann of Toronto.