SCOPE: Strategy / Brand Development / Tradeshow / Customer Engagement / Video
This 100+ year-old industrial tool storage brand was having a difficult time staying current in today’s competitive marketplace. Brand recognition existed mainly with Baby Boomers, while awareness with newer generations was lacking.
We approached the brand with caution - we wanted to keep the existing equity while adding a lasting appeal for consumers and distributors not previously exposed to it. Market research provided unanimous messaging for both target audiences and with a new look and feel, Kennedy ‘re-entered’ a market they had known for over a century.
With a new ‘face’ and message, Kennedy was able to increase their new customer base, a feat for a mature brand. The company continues to take pride in making a quality domestic product and growing their customer base - old and new.