The task:
Launch the USA Number One Power tools brand firstly to the UK trade/dealer network and then to the consumer market.

The living idea:
"Nothing but heavy duty"
Communicate the key benefits of power and reliability through associating the brand with only the toughest builders and the toughest jobs.
Utilize Milwaukee's distinctive bright red product range as a graphic devise throughout the marketing material.

The routes:
Specialist press, direct marketing, point of sale, sales literature, promotions

The results:
Dealer network and trade take up exceeded all targets. End user campaign generated an unprecedented number of enquiries, high awareness and a very healthy market share.