A Maker of Ho-Hum Products Creates “Wow!” Videos for YouTube

Saws aren’t necessarily the most exciting product to market, nor to buy. But they suddenly become a lot more interesting when they cut through a car, a house or an airplane in less than two minutes. This strategy—taking any product and making it compelling—is something that brand manufacturer Newell Rubbermaid strives to do with all its brands … “We wanted to find a way to show that our products were the best in the industry,” DuMars says. “We wanted to show that Lenox blades last longer and are a better deal long-term”

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