Belts Built to the Macks

Background: The client is a veteran owned, 100% manufactured in America belt company. So true to their roots that their belts are built using refurbished American manufacturing equipment, some of which are over 75 years old. Their quality is unquestionable and the brand image is built on craftsmanship at the highest level. Sales are great, but they’re still missing a critical element to their brand campaign and couldn’t isolate it.

Problem: Though they have a robust SM presence and a great following, they’re missing a slogan and a way to tie that slogan into the brand image. This needs to encompass all the elements of what the brand stands for, while not coming across as forced or kitschy. The veteran community does not respond well to kitschy. Spec Piece.

Solution: We landed on a phrase that incorporates the essential element of what they do well every day and with every product manufactured. It also allowed us to create a reference back simultaneously to the brand name and image. They’ve always had, and always will have ‘Belts Built to the Macks’.