Here's the thing about the tool industry: everyone plays by the same rulebook. Talk about features, compare specs, maybe throw in a torque number or two. But when Lowe's came to us, they weren't interested in playing that game. They wanted something bigger – they wanted to turn Kobalt into a brand people actually connected with. And they needed to do it without the massive budgets their competitors were throwing around.

So we asked ourselves: Why do people get fired up about their favorite sports teams or music artists, but not about the tools they use every day? The ones that help them build their dreams, tackle those weekend projects, or even earn their living?

We knew there was something there.

We dug deeper and found something interesting: people take enormous pride in their work. Whether they're pros or DIYers, weekend warriors or master craftsmen, the tools they choose say something about who they are. So we flipped the script. Instead of just selling features, we started speaking to that pride. We celebrated the makers, the fixers, the figure-it-out-as-you-go builders.

Did we need massive TV campaigns or billboards everywhere? Nope. We went straight to the source. We found the right communities, listened to what mattered to them, and let their passion do the talking. We turned Kobalt users into Kobalt advocates—people who chose the brand not just because the tools worked great (they do), but because it stood for something they believed in.

The numbers tell the story: sales jumped from $700M to $1.4B. But ask any Kobalt user today, and they'll tell you it’s about more than just the tools. It’s about being part of something bigger—a community of people who roll up their sleeves and get things done.