With an onslaught of cheaper competitor brands coming to market, Dremel needed to stand out and make an emotional connection with their customers. We developed a complete rebranding and advertising campaign, focused on reaching a whole new target, Gen Z, but more importantly, the “new DIYer.”

Gen Z is truly the problem-solving generation. The "if I don't know how to do it, I can figure it out on YouTube" generation. And all they needed was a little confidence boost to get them DIYing more often.

So how did we do it? By reminding them of all the amazing things they’d already accomplished. And if they could master a bedazzled cat eye, or teach their dog how to fetch their slippers, they could certainly pick up a Dremel and take on new projects.

Our integrated marketing approach drove mass awareness of Dremel as an affinity lifestyle brand, garnering 2K+ earned/social/press placements, and drove 85.5K product category page views on Dremel.com.

Branding // Social // Paid Digital
Client: Dremel
Role: Concept, Creative Direction