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Porter-Cable Brandishes “Smooth” New Brand Tools Positioned on Quality and Performance

Porter-Cable Brandishes “Smooth” New Brand Tools Positioned on Quality and Performance

LAS VEGAS, Jan. 21, 2003 – Reliability, durability and precision are the foundation of the new brand identity, “Exhilaration of Smooth Performance,” being unveiled today by Porter-Cable Corporation at the International Builders’ Show in Las Vegas.

“Porter-Cable has developed a line of tools and accessories for both the professional and do-it-yourselfer that is unsurpassed in the industry,” said Mike Hibbison, director of marketing for Porter-Cable. “Research we conducted in 2002 revealed that although our tools are renowned for the highest level of quality and durability, the brand is not always top-of-mind with the professionals and is at times perceived as too advanced for the do-it-yourselfer. Porter-Cable’s new brand-identity will change those perceptions by demonstrating the full range of qualities that all end-users seek—speed, quality and ease-of-use—regardless of skill level.”

“The Exhilaration of Smooth Performance” message will be demonstrated to customers through a number of “Do It. Feel It.” marketing initiatives including advertising, direct mail and in-store promotions. A new advertising campaign, created by Atlanta-based Fitzgerald+CO, makes the analogy between Porter-Cable tools and various dynamic objects such as a jet airplane or a speed boat to reflect the new brand.

In addition, Porter-Cable will leverage a promotion with the Blue Angels to further the “Do It. Feel It.” message and build preference for its tools. The promotion has multiple tiers that target dealers and retail centers with trips to Blue Angel shows and other Blue Angel-related prizes for the winners. Porter-Cable also has redesigned its website to provide a wider variety of company and product information on a more user-friendly platform. The Web site will be fully operational by Feb. 1, 2003.

“For almost 100 years Porter-Cable has continually established industry standards with its innovative tools,” said Hibbison. “Whether it’s in a workshop or on a construction site, Porter-Cable always delivers the right tool to get the job done. While the brand is well recognized, repositioning it will allow us to better inform our customers on product uses and benefits.”

More than 100 Porter-Cable products, including the TIGER CLAW and the recently released line of Grip-To-Fit® cordless drills/drivers, will be showcased at Booth #C6024 in the Las Vegas Convention Center during the International Builders’ Show from Jan. 21 to Jan. 24, 2003. In addition, representatives from Porter-Cable will be available at the booth to provide additional information on products and/or to answer questions.

Porter-Cable Corporation (, a subsidiary of Pentair Inc. (NYSE – PNR), is a leading manufacturer of portable electric and cordless power tools; air nailers, staplers and compressors; generators; pressure washers; and related accessories for the professional woodworking, commercial/residential construction, plumbing and electrical markets. With its manufacturing operation centralized in Jackson, Tenn., Porter-Cable operates a second manufacturing facility in Steinheim, Germany, where its products are produced and sold throughout Europe under the FLEX brand name.