Appealing to a Growing Female DIY Segment

Rubbermaid saw an opportunity to offer a line of basic tools aimed at women 18-45, engaged in home improvement.

These tools were ergonomically designed to fit comfortably in a woman’s hand. ANTHEM developed the visual strategy and packaging encouraging women to handle the product and “feel the difference.”

The Rubbermaid logo and “Tough Tools” sub-brand signaled strength and quality as aisle educational signage and POP amplified the brand’s in-store presence.

The consumer response was immediate. Rubbermaid secured an additional six feet of shelf space at Walmart exclusive to Rubbermaid Tools.