RIDGID | TWIST Creative, Inc. | Performance Driven Marketing for Purpose Driven Causes

Overview

RIDGID tools are built to last for generations—passed down from father to son. But while the legacy lived strong with current tradesmen, the brand needed to reach the next generation of professionals and reinforce what makes RIDGID not just a tool, but a badge of honor.

Goal

Reignite RIDGID’s heritage appeal to counter competitors, connect with younger tradesmen, and deepen brand loyalty and engagement.

Description

ridgid logo advertisement

ridgid wrench closeup photo

Solution

TWIST crafted a full-funnel campaign that brought the RIDGID ethos to life across paid, owned, and earned channels. At the center was the iconic pipe wrench—a symbol of strength, endurance, and pride—as visually powerful as the Coca-Cola bottle. TWIST developed a campaign site, brand video, and a platform for digital and print communications that honored the heritage while speaking to the next generation. The messaging strategy embraced the idea that both the RIDGID brand and the RIDGID man live by a code—one that reflects quiet confidence, generational strength, and unshakable dependability.

Results

25% increase in social media engagement
Significant boost in brand sentiment and user-generated content from proud tradesmen
Increased website traffic to campaign-specific landing pages, with above-average time on page
Improved internal brand pride among RIDGID teams and channel partners
Increased product interest and direct engagement with brand reps at trade shows and digital activations