Communication Awards


The Golden Hammer Communication Awards go to the companies that demonstrate excellence in advertising and marketing. This year’s honorees are as follows:

Stanley Tools received the Business-to-Consumer honor for its MaxLife 369 Tripod Flashlight “Alien” campaign, which employs an extraterrestrial to demonstrate the company’s hands-free flashlight.

M-D Building Products was honored with the Packaging award, which is presented to the company with the most innovative and effective packaging for a home improvement product.

M-D won for its new fusion mixer for mortars, grouts and other materials. The product has been well received by the company’s customer base, pro channels and big-box stores.

Osmose won in the Point-of-Purchase category for its new MicroPro treated wood products. MicroPro technology pressure treats wood for decks, fences, landscaping and general construction uses and offers improved corrosion performance.

The Business-to-Business award, which honors the company with the most influential product campaign, went to Hyde Tools. Its “Are you serious” campaign marketed the company’s surface preparation and finishing tools.

Hyde’s success was recorded by the Paint and Decorating Retailers Association, which determined that Hyde’s paint market share leapt from 29.4 percent to 46.7 percent by the spring of 2006.

The entries were chosen based on concept, creativity, brand awareness, execution and success.


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How much credit should be given to the co-op business model for the success of the independent hardware and building supply dealer over the last half century?