CRAFTSMAN® V20* Brushless RP Expansion (Case Study)
ROLE: Lead Copywriter
Company: Stanley Black & Decker Inc.
Scope: 6-SKU Product Expansion
CONTEXT
CRAFTSMAN expanded its Brushless RP product lineup with six new tools designed to enhance performance and durability for serious DIY users and professionals.
CHALLENGE
The messaging needed to position the new products as a natural extension of the Brushless RP line while maintaining consistency with existing brand messaging and product claims.
MY ROLE
• Led copy creation for the lineup expansion
• Developed product messaging for six SKUs
• Collaborated with product management and brand teams to refine positioning
• Contributed copy for the launch press release
• Worked with corporate counsel to ensure strict compliance
OUTCOME
The launch expanded the Brushless RP lineup with messaging that reinforced the product family’s performance positioning while supporting coordinated marketing and PR efforts.