Brand Campaign + Product Launch
See How Far Your Hands Will Take You Brand Campaign +
KNIPEXTEND Product Launch
Since 1882, KNIPEX has been testing the limits of hand tools. Born in Wuppertal, Germany, KNIPEX is a common name in Europe. But in North America, the brand is an upstart competitor pushing to grab market share.
After steady growth since opening the North America offices, KNIPEX wanted to redefine their voice and go-to-market approach.
So we undertook a two-year journey that built the brand from the ground up. And pulled in a product launch along for the ride.
To start down this path, we first needed to find our whitespace in the market. An industry review, competitive audit, and stakeholder interviews showed us that:
By combining our history of innovative, elite quality products with our German values, we are able to connect with our audiences and position ourselves as the brand of uncompromising innovation dedicated to the small things that make the lives of our customers better.
KNIPEX North America Brand Positioning
KNIPEX pliers are engineered for masters of craft who — like us — refuse to compromise. Born from a history of German innovation and unmatched quality, we know: craft is honed, trust is earned, and precision defines excellence.
Brand Positioning
Defining Our Audience - The Master of Craft
Through customer interviews, we crystalized the ‘Master of Craft’ mindset, discovering three distinct psychographic audiences that enabled further segmentation.
Brand Strategy
With our positioning and audiences determined, we codified our direction into a brand strategy framework to inform creative and keep all internal and external parties aligned.
Creative Platform
To connect with Masters of Craft, we looked at it from their perspective. We noticed they were afraid their craft was dwindling - that they had a vision they couldn’t complete on their own.
This brought us to our creative opportunity, to fuel Masters of Craft with tools to shape the world with their art.
KNIPEX is best-in-class. You know it. We know it. It’s a fact.
But at the end of the day, our pliers are just tools for discovering what you’re capable of. A hand-held vehicle to transport you to Eureka Moments of your own making — ones that embody your passions and embolden your purpose. To pave your own road as a problem solver, creator, and artist.
We’re here so you can master your craft and yourself.
Because from 9-to-5 and all the other hours, too…
Mastery is all about seeing how far your hands will take you.
Bringing ‘See How Far Your Hands Will Take You’ to Market
We developed the campaign GTM Plan and mapped messages to the audiences we needed to win with - core trades within each segment.
A 4-location, 4-day shoot provided the video and photography assets required to execute the plan.
Brand Campaign - :30sec Video Spots
Brand / All Audiences
Automotive
Electrical
Plumbing
Brand Campaign - :15sec Spots
Brand / All Audiences
Automotive
Electrical
Brand Campaign - Branded Frames
Plumbing
Brand Campaign - Photography Library (196 Images)
Brand Campaign - Spotify :30sec Spot
KNIPEX knows pliers.
And what you’re capable of.
We know about your work ethic,
Your drive to never settle.
And we’re here so you can take it farther –
Every install, better.
Every detail, sweated.
Every “never done that before”, done.
For 140 years we’ve been here,
Helping you master your craft.
KNIPEX tools – See how far your hands will take you.
Companion Banner
Canvas Ad
Brand Campaign - Display Banners (10 Total Sets)
Electrical - Airport
Electrical - Solar
Plumbing - Pool
Automotive
Product Launch - KNIPEXTEND Handle System
In KNIPEX’s pursuit of pliers perfection, they developed the KNIPEXTEND system. With this product launching in parallel with brand campaign, we integrated these tools into the campaign. We also helped launch the tools, developing product messaging strategy and launch materials born out of our brand work.
The KNIPEXTEND handle system was being rolled out across over 150 products, with more to come in the future.
Product Messaging Strategy
It was imperative we articulate the benefits of each KNIPEXTEND feature and key message, but we sought to tout the benefits of the whole system first and foremost.
This messaging strategy was the foundation for all Launch assets.
Launch - Brochure
Front Cover
Three Component Grip
ColorCoded Clips
TetheredTool Clips
Launch - Clips Packaging
ColorCoded Clips (Front)
ColorCoded Clips (Back)
TetheredTool Clips (Front)
TetheredTool Clips (Back)
Post-launch - In-store Marketing
Shelf Talker
Counter Display
Results
Despite distribution hurdles, KNIPEX North America is having it’s strongest year ever in 2024.
“This is outstanding. I am so proud of the work you have all done. Really great contributions to KTLP and the brand KNIPEX. Thank you for everything you’ve done.”
Todd Shumate, President KNIPEX Tools LP