Reach for
CHANNELLOCK BLUE®
CHANNELLOCK® • Creative Campaign
The Situation
CHANNELLOCK® continued to lose market share to competing tool brands.
The Big Idea
The Reach for CHANNELLOCK BLUE® campaign is both a bold commitment and a call to greatness. It inspires America’s hardworking trades pros to uphold rigorous standards of quality, legacy, and excellence with tools that do the same.
The Objective
Develop a campaign that leverages the brand’s most recognizable and ownable asset—CHANNELLOCK BLUE®—to build loyalty and set the brand apart in a “sea of red.”
The Outcome
The campaign helped reestablish clear visual and emotional differentiation in the category, and refocused attention on the role of American manufacturing in an industry that continues to outsource production.
60-Second Spot
OOH
Digital Media
Social Media
-
![]()
Let’s settle this: Are you reachin’ for our tried-and-true or the next generation of CHANNELLOCK BLUE®? 👀🙌 Tell us for the chance to win a pair of your choosing.
-
![]()
Every pro needs a pair of our iconic CHANNELLOCK BLUE® grips in their toolbox 🇺🇸💪 Shop our legendary Tongue & Groove Pliers at link in bio.
-
![]()
When others settle for ordinary, these Champs reach for CHANNELLOCK BLUE® 🔥😎 Rep the brand that’s stood the test of time at link in bio.
-
![]()
#DidYouKnow that the iconic color found on all our tongue & groove pliers—CHANNELLOCK BLUE®—was trademarked in 1989 (which really makes ‘em stand out in a sea of red) 😎🔥
The Humans Who Made it Happen
Creative Director: Vickie Canada • Associate Creative Directors: Jonathan Hesser & Keat Powell • Videography: Kevin Padilla & Griffin Williams • Art: Neidy Perdomo • Copy: Anna DeCarlucci • Social Media Managers: Madi Mack & Mikayla Williams