Irwin brings 'toughness' message to new level

Irwin Tools, the division of Newell Rubbermaid, has developed the new 2500 Series of levels featuring a new frame design that the company says stands up to twisting, dropping and general jobsite abuse.

Irwin guarantee’s vial accuracy for the life of the product.

"Finally, there is a level as tough as the professional tradesman," said Curt Rahilly, VP of marketing for Newell Rubbermaid's Construction Tools & Accessories global business unit. "We've engineered Irwin levels to meet a new standard of excellence with features that improve productivity and performance on the jobsite and provide the durability needed to maintain accuracy over time.”

Irwin levels address previously unmet user needs including vial readability with Plumb Site technology for dual-sided, undistorted viewing, making plumb readings easier and more accurate in the tight spots common to many work environments.  Irwin levels also enable tradesmen to level and scribe flush into corners with a variety of proprietary features including removable and retractable end cap designs and feature a continuous edge over the center vial for added durability.

Irwin is supporting the 2500 Series levels launch with a marketing campaign designed to drive professional users to local retailers.  A national radio campaign will run on sports radio stations during basketball and football season and will tag local retailers regionally.  In-store "trade-in and trade-up" programs will encourage tradesmen to trade in their existing level for up to $20 off a new Irwin level.

The powerful new lineup of Irwin levels includes box beam, I-beam, torpedo and multiple specialty levels, as well as a full range of utility levels and squares. Irwin levels are now available at hardware stores and industrial tool distributors throughout the U.S. and Canada with suggested retail prices ranging from $29.99 to $309.99.  The new program will be introduced in Latin America and Europe in 2013.

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