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Sears: Craftsman RoboGrip Pliers

It was a great product that needed some explaining. Sales of RoboGrip pliers were stagnant. Consumers didn't know what the product was capable of and were turned off by its high price tag.

The Clark Kent of pliers. You would never guess how powerful RoboGrip pliers are by looking at them, which is why customers couldn't justify the higher price point. The challenge was to demonstrate the utilitarian design and great value of RoboGrip Pliers.
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