Empire made a great level, but it didn’t look like much on the shelf. Based on point-of-purchase research and consumer insights, SFW changed the look and performance, creating the most accurate level money can buy. We talked to contractors and added features that solved problems. We used our research findings to completely revise in-store merchandising, creating new categories still in use today. And SFW introduced TrueBlue®—bold, colored vials that designate pinpoint accuracy and stand out from their ubiquitous yellow imitators. By owning blue, Empire now owns the category. With a legion of faithful contractors and DIYers trusting in “the blue level”, Milwaukee Tools snatched up Empire for its best-in-class products and premium reputation.