Home > Encyclopedia of Major Marketing Campaigns > Black & Decker

• SERIOUS TOOLS FOR SERIOUS PROJECTS Campaign
• Dog and Snake: Two Other Black & Decker Ads
• Further Reading

9515 Deereco Rd.
Timonium
Maryland
21093
USA
tel: (410)560-4500
fax: (410)560-4531
website: http://www.blackanddecker.com

SERIOUS TOOLS FOR SERIOUS PROJECTS Campaign

Overview

"Black & Decker virtually stumbled across the opportunity in mid-priced tools in the summer of 1991," wrote Susan Caminiti in Fortune magazine. At the time the Japanese competitor Makita, as well as Craftsman by Sears, had severely undercut the company's dominance of the U.S. do-it-yourself power tool market.