DOUBLE DRIVE SCREWDRIVER by KOBALT TOOLS
Out of all the Lowe's campaigns, The Kobalt Double Drive is one of the most interesting and most successful. This single campaign drove sales of 1M units of a $20 screwdriver in its first 2 months on the shelf. How? Highly successful advertising which made the product the focus of the ads. Without this advertising, this superb product would have been a Shelf Potato.