Channellock Inc., a provider of hand-crafted tools made in the U.S., launched its new marketing campaign that features a custom-built Rube Goldberg machine, using several of the company’s products. The custom music featured in the company’s new digital advertising is a tune that incorporates authentic sounds recorded in the Channellock factory in Meadville, Pennsylvania.
Channellock’s new tagline is “Built Strong. Works Hard. Won’t Quit.” and conveys both the qualities of the company’s products and the people who use them, which are primarily skilled trade professionals. The company will be advertising in digital, print and audio media throughout the year.
“Our new marketing campaign is designed to appeal to skilled trade professionals who use our products every day to build and repair machines, and develop innovative solutions to complex problems,” said Jon DeArment, president and chief operating officer of Channellock Inc. “We think they will enjoy both the creativity, fun and functionality of our Rube Goldberg machine, while recognizing our shared values of hard work, ingenuity and patriotism that are conveyed through all of our new advertising.”
A Rube Goldberg machine is a complex contraption that relies on a domino effect in which a series of devices perform simple tasks in sequence to execute a simple job in a fun and engaging way. Rube Goldberg was a Pulitzer prize-winning American cartoonist and inventor who originated the machine concept and created thousands of cartoons featuring such machines. College engineering programs and high school STEM programs often hold competitions for students to build Rube Goldberg machines.
The agency that developed the campaign for Channellock is SFW of Greensboro, North Carolina.
CHANNELLOCK products are available at quality retailers throughout the world. Pricing and availability vary by retailer.