BLACK & DECKER REVEALS NEW STRATEGY
By Adnews Staff
Black & Decker Canada Inc. is relaunching its power tools in September. The line has over 25 new corded and cordless power tools and 35 re-designed corded and cordless products. Many of these will feature the interchangeable VersaPak battery system. This saves consumers from having to purchase new batteries for each new tool. Also, a 1-800 number will appear on all packaging and instruction manuals so that do-it-yourselfers can call and ask questions or receive instruction from a licensed carpenter. A TV and print campaign featuring men and women do-it-youselfers will be launched in October. It will use the theme "How Things Get Done." Fallon McElligott of Minneapolis is handling the creative assignment for North America, while McLaren: McCann of Toronto will do the media buy in Canada and may localize the ads for the Canadian market.