Power tool maker tells men to ‘Harden the Bosch up’

German power tool maker Bosch has instructed Australian men to ‘Harden the Bosch up’ with a campaign timed to coincide with footy finals and Father’s day.

The campaign aims to build on Bosch Blue’s ‘tough’ credentials, and offer consumers a chance to win a Yamaha Quad bike with a Bosch Blue purchase.

Richard White, senior brand manager at Bosch, said: “Bosch Blue has a unique positioning that allows us to be a little playful. The important fact that we wanted to get across in this campaign is that we understand our audience and their lifestyle. We know that a tradie’s tools pay for his toys – and we want our tradies to know that Bosch Blue is the only brand that can keep up.”

Lisa Gumbleton at Marmalade, the agency behind the campaign, noted: “We really wanted to demonstrate how Bosch fits in with their high-energy lifestyle and we think this works well not only through the consumer promotion, but as the beginning of a longer journey to connect with younger tradies”.

Marmalade won the Bosch Blue power tools account in Australia and New Zealand after a pitch earlier this year.

The Sphere Agency handles the Bosch Green business, and launched its debut campaign for its new client last week.


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