NEVER STOP IMPROVING

“Never Stop Improving” integrated brand relaunch created for MSI. Skil had huge issues to overcome. As just another brand in an overly crowded category, Skil found itself losing out to bigger brands like Black & Decker. In fact, Skil had lost almost all of their product placements at major retailers.

The objective was to fix the problem fast. To make this happen, we changed everything. Our focus: new tool users. Our goal: help people improve their Skil level with more tools for more projects. Our rally cry: Never Stop Improving. Packaging and merchandising, for the first time, focused on projects not just power and features. Plus, promotions and  consumer support materials gave consumers the knowledge and tool suggestions they needed to take on more projects.

This fully integrated retail and advertising campaign not only put Skil back in store but also into the hands of new tool users.

 

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