Featured Project

CHANNELLOCK® – The Place, The Plant, The People

PROBLEM

Americans believe American-made tools are higher quality and more durable. Unfortunately, only 39% of DIYers and Pros are aware that Channellock brand tools are made in the USA, and they believe brands like Milwaukee and Stanley are made here when in fact they are manufactured overseas. We needed to set the record straight!

INSIGHTS

Our behavioral segmentation identified two key target audiences and key retailers that would be receptive to the Channellock message. It was time to regain the Made in the USA high ground.

SOLUTION

SFW created and produced a three-part mini documentary series showing where Channellock, Inc. comes from and the people that make it great. The People, The Plant, The People series powerfully demonstrated what it means to be made in the USA.

THE WIN

The documentary series helped Channellock regain the Made in The USA high ground. After less than six months in the market follow up research indicated that now 59% of DIYers and Pros know that Channellock tools are made right here. The Channellock website saw a 121% increase in users and a 35% increase in page views, meaning the viewers cruised the website looking for more content.

SERVICES

RESEARCH

CONTENT

DIGITAL

"In my 18 years at Channellock, Inc., nothing has resonated with me more."

Mark Yoder, Director of Sales, North America

800K

Facebook views and counting

425K

minutes spent watching the series

3,146

new Facebook followers

113%

increase in new users to the website

Featured Project

Primo - Packaging Redesign

PROBLEM

Consumers weren’t stopping for Primo water in stores. In fact, they were overlooking Primo’s brand as a whole. They needed a consumer-wide appeal within stores, and more importantly, they needed to increase their shopability across the line.

INSIGHTS

SFW’s insights team compiled consumer research that yielded a important information that would help communicate the benefits of buying cleaner, healthier Primo water. From that information, we could convey Primo’s new positioning through both rational and emotional messaging.

SOLUTION

The initial goal was to capture the shopper’s attention, plain and simple. So, we introduced a packaging color that stood in stark contrast to similar products in-aisle. In addition to the new color, the design would be developed through ethnographic research and confirmed through quantitative research. In other words, our team talked to real people and cross-checked our findings with a data driven approach. To meet our goal, the final design would have to catch the eye, better communicate key features of Primo water, drive connectivity to Primo exchange and refill water programs, and better visualize and inspire the consumer to picture the product in their home.

THE WIN

As a result, there was a national roll out of the brand new Primo packaging in Walmart. Soon, we’ll be rolling out the packaging in Lowe's, too.

SERVICES

Research

Creative

Branding

Retail

Featured Project

Texas Pete® – CHA!

PROBLEM

Texas Pete has become a household name in hot sauces. But how can we grow the franchise through line extensions that are consistent with the Texas Pete brand?

INSIGHTS

Sriracha sauce was the fastest growing specialty sauce, and the market leader seemed to be asleep at the switch. Certainly, there was room for a new brand of sriracha that packs more flavor than heat.

SOLUTION

SFW developed the name and value proposition for this fun, youthful line extension we called CHA! and the high-energy campaign “Embrace Your CHAddiction” that would get it on the map. National TV, billboards, social media, and PR created the buzz that would catch the market leader by surprise.

THE WIN

In the end, CHA! by Texas Pete captured more than 11% of the market in less than six months, making it the most successful product launch in the company’s history.

SERVICES

content

research

creative

retail

Featured Project

Channellock – Built Strong. Works Hard. Won’t Quit.

PROBLEM

Americans believe American-made tools are higher quality and more durable. Unfortunately, only 39% of DIYers and Pros are aware that Channellock brand tools are made in the USA, and they believe brands like Milwaukee and Stanley are made here when in fact they are manufactured overseas. We needed to set the record straight.

INSIGHTS

Our behavioral segmentation identified two key target audiences that would be receptive to the Channellock message. We uncovered common qualities shared by these segments and the Channellock tools themselves: hard working, gritty, and approaches the job with pride.

SOLUTION

SFW creative took a ‘product as hero’ approach, using character attributes of the target audiences that called out the distinctive features of the CHANNELLOCK® pliers. And punctuated by the tagline, Built Strong. Works Hard. Won’t Quit. The centerpiece of the launch was “The Machine,” a campaign video featuring a custom-built Rube Goldberg machine, set to a hard-rocking custom music track incorporates authentic sounds recorded in the Channellock factory.

THE WIN

The final deliverables helped spark rediscovery of the Channellock as a hard working American brand and set the foundation for campaigns. “The Machine” has generated over 137,000 views on Facebook.

SERVICES

Content

Research

Creative

Digital

137K

Facebook views of "The Machine"

35%

increase in pageviews

121%

increase in users to Channellock, Inc.'s website

Featured Project

Char-Broil® – Live It Up™

PROBLEM

Char-Broil, a well-known brand of gas grills and accessories since 1948, offered important product points of difference but wasn’t connecting on an emotional level with consumers.

INSIGHTS

Research revealed that key segments were motivated by the grilling experience but didn’t have loyalty to any one grill. Char-Broil needed to find a way to own the emotions associated with the outdoor grilling experience.

SOLUTION

SFW developed the “Live it Up” campaign, linking Char-Broil innovation and performance with spending quality time with friends and family — the benefit that consumers ranked most important when it comes to grilling. The campaign was executed at retail and across many digital advertising, PR, social media, and content channels.

THE WIN

Live It Up increased perceptions of Char-Broil product quality and gave it a distinctive and memorable in-store presence. As a result of sales performance across grills and accessories, Char-Broil was named category captain at Lowe’s.

SERVICES

Content

Research

Branding

Creative

Retail

Char-Broil Live it up campaign packaging

Featured Project

Primo - Seedy Joints

PROBLEM

68% of adults are rightfully concerned about the quality of America’s drinking water but 80% say they are not concerned about having a problem in their homes. Primo Water, a leader in water dispensers and bulk water exchange and refill, needed to create doubt in consumers’ minds to help people consider an alternative to tap water.

INSIGHTS

Our research confirmed that almost everyone wants the healthiest water for their bodies and 63% agreed it was their responsibility to encourage family and/or friends to drink more water. Furthermore, it was found that households with “bulk water” dispensers consume up to 30% more water than non-bulk households!

SOLUTION

Fueled by those insights SFW branded Primo as the home drinking water solution that takes a stand against unsafe tap water. The campaign launched with 3-D in-store signage reading, “Your tap water can hang out in some pretty seedy joints. It’s time to rethink your water.”

THE WIN

After the trade out of old retail signage for the Seedy Joints message, sales of Primo dispensers and bulk water increased +47% compared to the prior period and +44% compared to sales one year ago. The Primo campaign has also been nominated for a Shopper Marketing EFFIE Award for marketing effectiveness.

SERVICES

Creative

research

retail

Featured Project

Exclusively Weddings – Rebrand

PROBLEM

Exclusively Weddings had a website but didn't have a brand. They were missing a unique voice and feel to help connect their consumers to a memorable shopping experience. They offered personalized products, but the experience itself really wasn't personal at all.

INSIGHTS

Competitors’ one-stop wedding websites looked the same. Between research and meetings with stakeholders, we learned that brides-to-be want a wedding that reflects who they are, not just an impersonal product catalog.

SOLUTION

SFW created Zoey, the wedding guru, an embodiment of caring customer service team—almost a wedding planner at your fingertips. She understands what brides need when they need it. She's modeled after a trusted best friend who's been there, done that and tells it like it is—always in your best interest.

THE WIN

Content was designed to aid in the planning process, positioning Exclusively Weddings as a source for guidance, not just for invitations and favors. The design elements are bright and memorable and revolve around unique illustrations—very different from the standard cursive, lace, and flowers experience of most wedding vendors.

SERVICES

Creative

branding

digital

content

Featured Project

Fruit of the Loom - HD Cotton Decorators Campaign

PROBLEM

Fruit of the Loom HD Cotton T-Shirts offer visibly superior printability for apparel decorators versus their Hanes and Gildan competition, but it’s an attribute all brands seem to claim. How do we convince our customers that Fruit HD printability is the real deal?

INSIGHTS

Apparel decorators listen to other decorators. They share advice and experiences. Instead of us telling the Fruit HD story to them, let’s let them tell the story for us.

SOLUTION

SFW visited studios across the country and filmed apparel decorators talking about how they achieve bright colors and crisp designs when printing on tighter knit yarns. The Decorators Trust Fruit of the Loom HD Cotton video series and print campaign emerged and was executed across all advertising and content touchpoints.

THE WIN

In addition to making the case for Fruit HD Cotton’s superior printability, the testimonial campaign helped build credibility within the decorator community. More and more decorators volunteered to be featured in the campaign and became advocates for Fruit of the Loom and the HD Cotton product line.

SERVICES

Content

Creative

Digital

Featured Project

EMPIRE - TrueBlue®

PROBLEM

Empire made a great level, but it didn’t look like it on the shelf next to the competition. We needed to differentiate the brand in a new way to show consumers that Empire was the smart choice.

INSIGHTS

Our behavioral segmentation revealed differences among seasoned pros, novice pros, and DIYers, however, all agreed that a level you can trust to be accurate every time is the most important purchase motivation.

SOLUTION

SFW introduced TrueBlue®--bold, colored vials that designate pinpoint accuracy to stand out from the ubiquitous yellow imitators. We completely revised the packaging and in-store merchandising to create lasting symbols of brand reevaluation for pros and DIYers.

THE WIN

By owning blue, Empire now owns the category. With a legion of loyal pros and DIYers trusting in “the blue level,” Empire built a premium reputation and is considered best in the category.

SERVICES

Retail

Creative

Content

Research

Featured Project

COASTAL SHOWER DOORS - Colorize

PROBLEM

Households were not considering shower doors for anything but their function--a door to a shower. Consumers were thinking inside the box, always choosing the most standard option.

INSIGHTS

Luckily, we found that colorizing home decor had become one of the newest and hottest modern design trends. In other words, giving bright pops of color to the decor you wouldn’t expect.

SOLUTION

We introduced Gridscape Colorize, bringing color and personality to bathrooms in a way nobody thought was possible--not even consumers. At the same time, we maintained all the great functionality that consumers expect from their shower doors.

THE WIN

Coastal Shower Doors launched their Gridscape Colorize at the KBIS Kitchen & Bath Expo and it has become the most successful new product launch in company history.

SERVICES

Retail

Content

Creative

Digital

100%+

increase in instagram followers

100%+

increase in reach, impressions, and profile views

Featured Project

CORONA - Corona Confidence

PROBLEM

Corona had a strong heritage with pro gardeners and landscapers but faced challenges translating that brand equity for avid consumer gardeners.

INSIGHTS

Avid consumer gardeners want the same qualities in a gardening tool that pros want and trust the brands that pros choose as best in the category.

SOLUTION

Our Brand Fingerprint™ tool uncovered confidence as the essence of the Corona brand. We created an integrated communications campaign, Corona Confidence, using testimonials from avid gardeners to tell the story in print, digital, and retail merchandising.

THE WIN

Now, Corona has a consistent and strong brand positioning that instills trust among avid consumer gardeners while reinforcing its strong reputation among professionals.

SERVICES

Branding

Creative

Research

Featured Project

TiO - Website Redesign

PROBLEM

TiO is the first customizable smart home solution designed specifically with the home builder in mind. How do we bring that story to life in a clear and compelling way on their website to spark builder interest?

INSIGHTS

One-on-one interviews with builders revealed, no surprise, they are most interested in building things—the architecture, design, and materials. While they recognize the emerging importance of home automation, its engineering and technology can be complex and overwhelming.

SOLUTION

We streamlined the TiO promise to builders--Simple, Scalable and Affordable-- and designed TiO’s website with simplicity in mind. All content on the site positions TiO as the solution that’s simple-to-use and easy-to-install. We produced a brand video for the site that punctuates all the benefits TiO provides to builders and potential homeowners.

THE WIN

TiO’s web traffic, engagement, and leads have all increased dramatically since the site launched. See for yourself: https://www.tiohome.com/

SERVICES

Digital

Creative

Content

Branding

Research

65%

Increase in website form submissions.

Featured Project

CORONA - Interactive Packaging Redesign

PROBLEM

Corona had a strong heritage with pro gardeners and landscapers but faced challenges translating that brand equity for avid consumer gardeners. How could we get them to choose Corona at retail over better known, less expensive brands?

INSIGHTS

While Corona’s line of hand-held garden tools had superior quality, our insights team found that consumers wanted to interact with gardening tools in-store. Though Corona’s packaging screamed, “TRY ME!,” shoppers were apprehensive about opening the package at retail and interacting with the product.

SOLUTION

We gave avid consumer gardeners the experience they wanted by creating a new packaging design that strengthened the Corona messaging and left the tool handles exposed, allowing consumers to easily feel, grip, and test Corona products in-aisle.

THE WIN

The new Corona packaging led to an important line review victory at home improvement retail, providing Corona with significant increases in distribution, placement, and sell-through to customers.

SERVICES

Research

Creative

Retail

23%

POS increase

91%

of consumers chose Corona over the top-selling Fiskars item

92%

of consumers would pick up the product to test its feel.

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