Dremel, the original oscillating tool brand, has been around since 1932. While popular with dads and home improvement pros, this target already owned all the tools that they needed, and Dremel had begun losing market share to lower-priced competitors.
What they needed was to breathe new life into their brand identity, and build an emotional connection with the next generation of DIYers: Gen Z.
We came to the conclusion that Gen Z is truly the problem-solving generation. The "if I don't know how to do it, I can figure it out on YouTube" generation. And all they needed was a little confidence boost to get them DIYing more often. So how did we do it?
By reminding them of all the amazing things they’d already accomplished. And if they could teach themselves code, or how to master a bedazzled cat eye, they could certainly pick up a Dremel and take on new projects.
