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STANLEY® Launches ALL BUILD. NO BULL., a Bold New Campaign Championing the Pros Who Keep It Real

SWK
  • STANLEY, a brand under Stanley Black & Decker (NYSE: SWK), launched the global "ALL BUILD. NO BULL." campaign on August 3, 2026.
  • The campaign targets professionals in small business construction & residential trades to champion honest work & cut through jobsite nonsense.
  • A new character named Stan, a sharp-witted talking toolbox, serves as the voice of the campaign to call out marketing hype & overcomplicated features.
  • Brand President Guilhaume Bonafe stated the new direction is direct, confident & grounded in the realities of the job.
  • The campaign includes 10 ad spots, digital & social media content, & in-store promotions planned with select retailers.
  • Launch markets include North America, Latin America, Europe, Australia & New Zealand.
  • The strategy reinforces STANLEY's 183-year history of creating tools shaped by workers to solve practical problems & enable solo productivity.
  • Senior Director Tim Buszka noted the brand aims to resonate with skeptical pros who value substance over empty talk.
  • The campaign runs across all STANLEY product lines including hand tools, power tools, storage & accessories.