Kobalt Tools - Atomic Direct

ATOMIC DIRECT
Kobalt Tools
Challenge
1219 SE Lafayette
Por tland, OR 972 02
T5 03. 2 9 6.6131
Lowe's came to Atomic Direct for DRTV campaigns that drive sales of Kobalt tools,
increase
F5 03.296.9890
overall retail basket size, and build brand equity. A series of innovative tools were featured in
these campaigns starting with the holiday season and the Kobalt Multi-Drive wrench.
(Importantly, this was a variant of the dog bone wrench - a tool that had been in the
January 15,
2012
marketplace
for a long time, but was new to most consumers).
Dr. Atomic
What we did:
1002 SE Flash Lane
Portland, OR 99999
Atomic created a “Kobalt Innovation Center” as the hub for Kobalt’s unique and innovative
tools. In the :60/:120 spots, an “expert” is used to guide the viewer and highlight important
product uses and features – all enhanced with 3D animation.
Dear Dr. Atomic,
In this series of spots over several years, Atomic consistently focuses on the product and the
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the air a month early. This campaign was followed by campaigns for highly successful Kobalt
products like the Double-Drive screwdriver or Magnum Grip pliers and locking pliers. They
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Sincerely,
Ivon Blastov