If you’re a Home Depot fan (and really, who isn’t?) you probably already know that their Husky Tools are a big brand for them.  What you might not know is that Husky tools are engineered and tested to be as good as -- or better -- than all of the major tool brands Husky competes with (Craftsman, Kobalt, Stanley). And Home Depot tests Husky quality and durability to make sure: Husky tools are tested in their own Home Depot Product Quality & Engineering lab -- and with 3^rd party performance testing firms.

More Than Hand Tools:  It’s important for you to know that Husky brings this quality to a broad family of products: Hand tools and flashlights with a Lifetime Warranty; and Storage (tool bags, steel storage, garage storage); Husky also offers Compressors, a full line of Work Gloves, and Striking Tools. 

Here’s the marketing challenge: tested and proven, Husky nonetheless trails the market leader (Craftsman) in market share, and, importantly, in consumer-perception of quality.

We want to hear Taglines from you that can serve as the lead-line for a long-term, multi-faceted campaign that will put Husky Tools where Home Depot (and millions of Husky Tool users) know it should be: ON TOP.

You’ll have just 50 characters for your tagline -- but 500 characters to explain the thinking behind your tagline: how and why it works, and how you see it inspiring and shaping a campaign that will put Husky top-of-mind and top-of-category for tool users everywhere.

Check the Objectives section for more details as you sit down to hammer away at your taglines and sand and buff them to perfection!

The key objective for this project is to develop a great, memorable, verbal hook for a campaign that will build awareness of the Husky brand, establish its quality and exclusive availability at Home Depot. 

But your Tagline must be more more than just a punchy and memorable expression.  The winning Tagline will shape an entire, long-term campaign designed to bring some (overdue!) excitement to the Husky brand, and build a new level of trust, respect, and buzz that will compel tool users to think about Husky FIRST.  That’s why we’re giving you 500 characters to give us the background and thinking that will put your 50 character tagline (and Husky) into the Advertising Hall of Fame.

Your Target: DIY Males (generally male, 24-59, skew older millennial, homeowner) who take pride in working on a wide range of projects. Their passion requires quality, trustworthy tools and storage for their garage or workshop. They’re not afraid to get down and dirty on a project.  In fact, they thrive on figuring it out themselves and getting the job done with their own hands.  To do that, they often seek consultation from trusted friends or family, online articles and tutorials, and the staff at their local garage or hardware store.

Just A Suggestion: Keep this target in mind, but to give it some dimension and color, go out and visit your local Home Depot -- look around and listen in to see who is buying tools and why.  Go ahead and do a little "secret shopper" research of your own (you probably need a Husky something, right)?   Soak it all in and try to come up with a campaign idea (and the killer tagline) that will change the Tool category forever.

--Key Marketing Messages:

• Husky tools provide amazing quality, durability, and value.
• Husky Tools are tough and trustworthy.
• Husky tools are only available at Home Depot.
• Husky’s impressive Lifetime Warranty on all hand tools

--Executional Mandatories:

• Your tagline and the campaign it introduces should be unique: different enough to break-through typical Tool branding.
• This campaign should not replicate the typical tool messaging from competitors like Craftsman, Kobalt, Stanley & Dewalt.  
• However, do not reference competitors specifically.

--Opportunities to Leverage / Bear in Mind:

• Your Tagline will head a multi-year, multi-phase campaign.  Think BIG.
• Craftsman is the flagship tool brand for struggling retailer Sears.  (Home Depot couldn’t be healthier.)

 

--Tone:

• This is your call.  The brand is looking for something that will break through.  The usual deep voiced, brawny, tough guy /tough tool talk might work -- but please think about how you can make it new.
• Husky tools have a brand persona that stops short of goofy humor.  Funny or witty, yes. Authentic and candid, absolutely. But goofy is just one step beyond that yellow caution line...  Got it??

This Project will be worth a total of $750 and consists of a Tagline Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: TAGLINE – Tell us your Tagline for Husky Tools campaign in 50 characters or less. Then give us an Explanation that tells how you arrived at your Tagline and describes why it’s the perfect fit in 500 characters or less. The THREE most compelling Taglines will be selected as winners and receive $250 each.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

 

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Limit 5 submissions per member, per Phase.

7. You must be at least thirteen (13) years or older to enter.

8. In the event that fewer than 100 Taglines are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

9. Winners must complete the standard Tongal W-9, Winner Affidavit, and IP Assignment.

10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.