THE BRIEFING
STANLEY HIRES A TALKING TOOLBOX
Stanley Black & Decker has launched‘ All Build. No Bull.’, a 10-spot global campaign fronted by Stan, a wisecracking toolbox who mocks overengineered tools. Rolling out from North
America to New Zealand as construction slows, the 180-year-old brand is betting a tightened jobsite budget has no patience for gimmicks. Stan agrees.“ If it sounds like bull, it usually is.”
DOMINO’ S PAYS FOR ATTENTION
Domino’ s is crediting customers US $ 5 to beta-test its relaunched app and website ahead of full rollout, turning quality assurance into an engagement campaign. Most of the chain’ s sales arrive through digital channels, which raises the stakes of the replatform considerably, and the earned media landed within a day of the announcement.
US $
5 what
Domino’ s pays customers who road-test its rebuilt app and website marketingchief. com
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