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DualSaw
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DualSaw is a range of affordable, professional grade power saws and accessories that use proprietary dual counter rotating blade technology for a better cutting experience. DualSaw launched their initial product through an ‘as seen on TV’ campaign and wished to quickly build on their immediate success to grow a solid brand consisting of a portfolio of quality and innovative products for retail.
brand vision
DualSaw needed a strong retail brand & portfolio strategy that would compete effectively in home improvement stores. The challenges were to identify a core target, shed any negativity of the ‘as seen on tv’ campaign, focus on the key product differentiator and communicate the product benefits in a friendly, accessible way. The design had to stand out on shelf, convey safety & robustness, and inspire the user.
design solutions
We established a brand essence of ‘I can do it’, and positioned Dualsaw as ‘Real innovation for real people.’ We looked outside the category to technology and home appliances for inspiration and reinvented the way we spoke to this consumer. A series of bold, conversational statements highlight the key product attributes. Arresting photography and bright, contemporary colors help differentiate on shelf.
DESIGN
DualSaw was awarded a Bronze Pentaward 2011, in the Other Markets Category.
Results
Redesign secured the first regional US retailer, Menards in March 2011, prior to the formal launch at the Las Vegas Hardware Show May 1, 2011. DualSaw secured the first series of multi-million dollar orders in the US in June 2011 with Costco and in September with Menards, leading to meetings with the Lowes, the second largest DIY retailer in North America.
DualSaw testimonial on their collaboration with CB'a:
“CB’a Brand Engine has been an invaluable partner. They really understood our goals, shared our passion and helped us define and capture the essence of the DualSaw brand. The results have been immediate, having sold our entire available inventory in less than 4 months from the launch of our new Brand. Through our recent international acquisition of Home-Shopping-Express, Spain, n/k/a Infusion Brands Europe, we acquired the rights to the Startwin Dual Force, our former supplier and previous competitor for the DualSaw in North America. Now, with a strong european retail presence we are beginning to execute our international objectives of unifying the DualSaw portfolio and provide consistent messaging for our global DualSaw brand, creating tangible brand equity. The CB’a offices are perfectly aligned with our key European markets and we look forward to continuing our successful partnership overseas.”
