What is the trend of handshake prep?

Craftsman Sand Paper campaign encouraging men to rough up their palms for a manly handshake presents opportunities for developing and marketing other products that improve physical attributes for first impressions.

What is the trend of non-traditional advertising?

The success of Craftsman Sand Paper campaign demonstrates the potential for non-traditional advertising to appeal to new customers and markets in the handyman industry.

What is the trend of multi-functionality products?

Craftsman Sand Paper campaign showcasing how handyman tools can serve additional purposes beyond their original design presents a disruptive innovation opportunity for companies in the industry to expand their offering.

What are the implications for the advertising industry?

The success of Craftsman Sand Paper campaign shows the potential for creative and unconventional advertising campaigns in the handyman tools industry to effectively reach new customers.

What are the implications for the handyman tools industry?

The Craftsman Sand Paper campaign raises awareness about the additional applications of handyman tools beyond their traditional use and presents a disruptive innovation opportunity to companies in the industry for expanding their offerings.

What are the implications for the personal care industry?

Craftsman Sand Paper campaign promoting rough palms as a symbol for a manly handshake presents an opportunity for personal care companies to develop and market products to specifically improve physical attributes for first impressions.

Roughened Palm Ads : Craftsman Sand Paper campaign

The Craftsman Sand Paper Campaign Ensures a Manly Handshake

Meghan Young — February 18, 2012 — Marketing

References: yr & ibelieveinadv

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First impressions are everything and they often start with a simple handshake; the Craftsman Sand Paper campaign encourages men to step up their game by roughing up their delicate palms in preparation.Taking a different approach to advertising handyman tools, this ad campaign shows that these products can serve additional purposes other than the obvious ones.

Conceived and created by Chicago-based ad agency Young and Rubicam, the Craftsman Sand Paper campaign urges men to "rub here to ensure a manly handshake." Doing so could help impress a girlfriend's dad and even close an important business deal. Art directed by Gabo Curielcha and copy written by Chris Jansma, the ad campaign relies on bold typography and a grainy backdrop to get the message across.

Trend Themes

Handshake Prep — Craftsman Sand Paper campaign encouraging men to rough up their palms for a manly handshake presents opportunities for developing and marketing other products that improve physical attributes for first impressions.
Non-traditional Advertising — The success of Craftsman Sand Paper campaign demonstrates the potential for non-traditional advertising to appeal to new customers and markets in the handyman industry.
Multi-functionality Products — Craftsman Sand Paper campaign showcasing how handyman tools can serve additional purposes beyond their original design presents a disruptive innovation opportunity for companies in the industry to expand their offering.

Industry Implications

Advertising — The success of Craftsman Sand Paper campaign shows the potential for creative and unconventional advertising campaigns in the handyman tools industry to effectively reach new customers.
Handyman Tools — The Craftsman Sand Paper campaign raises awareness about the additional applications of handyman tools beyond their traditional use and presents a disruptive innovation opportunity to companies in the industry for expanding their offerings.
Personal Care — Craftsman Sand Paper campaign promoting rough palms as a symbol for a manly handshake presents an opportunity for personal care companies to develop and market products to specifically improve physical attributes for first impressions.

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