Targeting Tools Toward Female Do-It-Yourselfers

Anthem developed the visual strategy and packaging to introduce Rubbermaid into the home improvement category.

Traditionally known for their storage and organization solutions for homes everywhere, Rubbermaid recently saw an opportunity to offer their own line of basic tools. Consequently, Rubbermaid asked Anthem to develop the strategy and packaging to reach their targeted demographic, namely women 18-45 engaged in home improvement and influenced by DIY television.

The tools were ergonomically designed to be lightweight and fit comfortably in a woman’s hand, so Anthem created packaging that encourages the consumer to handle the product in the store and "feel the difference." The smooth lines, limited text, and familiar colors work together to make the tool less intimidating. The Rubbermaid logo was included to leverage its trusted reputation, while the "Tough Tools" sub-brand was introduced to signal strength and quality in this new product.

The consumer response was immediate, resulting in Rubbermaid securing an additional six feet of shelf space at Wal-Mart exclusive to Rubbermaid Tools, as well as the development of aisle educational signage and POP displays that enhance the brand’s home improvement offering and its overall in-store presence.