Channellock, Inc. has launched a new marketing campaign featuring a custom-built Rube Goldberg machine, which uses Channellock’s USA-made pliers and hand tools to carry out a 90-second process that ends in the unfurling of an American flag.
A Rube Goldberg machine, named for the American cartoonist and inventor who originated the concept, is a device that performs a series of simple tasks in a complex sequence in order to execute a simple job. The campaign and its associated machine were created and developed for Channellock by the SFW marketing firm in Greensboro, N.C. It prominently features Channellock’s tongue-and-groove pliers, which are utilized throughout the process to twist, pull, and cut various metal wires.
Channellock’s new tagline for the campaign is “Built Strong. Works Hard. Won’t Quit,” a phrase made to convey the qualities of the manufacturer’s product and of the trade professionals that use them.
“Our new marketing campaign is designed to appeal to skilled trade professionals who use our products every day to build and repair machines, and develop innovative solutions to complex problems,” says Jon DeArment, President and COO of Channellock, Inc. “We think they will enjoy both the creativity, fun and functionality of our Rube Goldberg machine, while recognizing our shared values of hard work, ingenuity and patriotism that are conveyed through all of our new advertising.”
Channellock plans to incorporate its new campaign into digital, print, and audio media throughout the rest of the year, including multiple videos of the Rube Goldberg machine in operation. A behind the scenes video with the campaign’s chief contraptionist, Brett Doar, is also available.
