BLACK+DECKER reviva™ driving innovation through consumer insights

When Stanley Black & Decker needed to develop a sustainable product line aimed at younger consumers, the toolmaker chose Eastman Tritan™ Renew copolyester made with 50% certified recycled content.* The company also gained a close collaborator with insight into what today's do-it-yourself consumers value and expect in the marketplace.

"Eastman provided a genuine support network every step of the way," said Ed Higgins, Stanley Black & Decker's product director for power tools. "They understand, share and respect our vision."

The Eastman team also partnered on value analysis to help their customer's 100-year-old BLACK+DECKER brand develop a pricing structure that would work for their target audience.

The result?

In 2021, BLACK+DECKER released a completely new power tool line, reviva™, based on the notion of designing for circularity and rooted in a firm understanding of what consumers want and expect.

"It all starts with the material," said Justin Coates, Eastman's global consumer insights and research team leader. "Consumers across markets and regions cite materials as the No. 1 definition of sustainability. You also need to reinforce that your sustainability offering will not compromise performance and quality."

That's definitely the case with Tritan Renew.

"There is no compromise when it comes to color, strength, durability and chemical resistance," Higgins said. "Tritan Renew meets all of our demands and test requirements."

Discussing a specific product material was new for BLACK+DECKER.

"But Tritan Renew is a unique material that stands out," said Dan Fitzgerald, Stanley Black & Decker's senior director of product sustainability. "This also shows the depth of our partnership with Eastman."

New life for an established brand

Reviva means "new life" in Latin. The tools are striking in black and white with green highlights providing a fresh and vibrant look and feel to differentiate the brand. Ten reviva products launched globally in 2022, including a 12-volt drill, jigsaw and sander. Additional reviva products came out in 2023.

Marketing to the new generation of consumers takes a different approach.

"Millennials are a little more sustainability minded," Coates said. Millennial parents see the world a little differently. Ingredients and materials are important. And they're willing to pay a premium for sustainably-minded products that don't compromise on performance."

Generation Z is even more concerned about the environment and social issues.

"They are much more cautious with spending but are much more engaged digitally and on social media," Coates said. "They might not have the means to purchase but they are advocating on social media and pushing brands to do the right thing."

That's been the case with reviva. Higgins said the reaction on social media was easily three times what Black & Decker typically see in terms of engagement, exceeding anything BLACK+DECKER has done in the past 15 years.

"Introducing a sustainable material for housings provided BLACK+DECKER a really great opportunity to disrupt an established market," Coates said. "It created a lot of consumer buzz and interest."

Higgins agreed.

"At the consumer level, those who have bought in are very vocal," he said. "But with any new product or technology, it takes a bit of time for people to wrap their heads around it. I see this line building and growing over the next few years. And by the time I retire, it will be one of the proudest things I've ever been involved in."

*Recycled content is certified using ISCC mass balance

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