Posted February 21, 2018

CHANNELLOCK launches new marketing campaign

Campaign features a custom Rube Goldberg Machine incorporating its products.

Channellock, Inc. launched its new marketing campaign today that features a custom-built Rube Goldberg machine, which uses several of the company’s Made in USA products to help unfurl the American flag. The custom music featured in its new digital advertising is a hard-rocking tune that incorporates authentic sounds recorded in the Channellock factory in Meadville, Pennsylvania.

Click here or on the image at right to watch the machine in action.

Channellock’s new tagline is “Built Strong. Works Hard. Won’t Quit.” and it conveys both the qualities of the company’s products and the people who use them, which are primarily skilled trade professionals. The company will be advertising in digital, print and audio media throughout the year.

“Our new marketing campaign is designed to appeal to skilled trade professionals who use our products every day to build and repair machines, and develop innovative solutions to complex problems,” said Jon DeArment, President and COO of Channellock, Inc. "We think they will enjoy both the creativity, fun and functionality of our Rube Goldberg machine, while recognizing our shared values of hard work, ingenuity and patriotism that are conveyed through all of our new advertising.”

A Rube Goldberg machine is a complex contraption that relies on a domino effect in which a series of devices perform simple tasks in sequence to execute a simple job in a fun and engaging way. Rube Goldberg was a Pulitzer prize winning American cartoonist and inventor who originated the machine concept and created thousands of cartoons featuring such machines. College engineering programs and high school STEM programs often hold competitions for students to build Rube Goldberg machines.

The agency that developed the campaign for Channellock is SFW of Greensboro, North Carolina.

Channellock, Inc., is a worldwide leader in the manufacture of high-quality pliers and assorted hand tools, including the iconic, American-made CHANNELLOCK tongue-and-groove plier, which can be found in hardware stores, retailers, toolboxes and workshops around the world. Founded by George B. DeArment in 1886, the Meadville, Pennsylvania-based company is now in its fifth generation of family ownership and operation.

For more information on CHANNELLOCK products, the company’s rich history, sales contacts and current news, visit