Following their Super Bowl ad featuring a Macho Man Randy Savage impersonator and Antonio Banderas, Bosch Tools has moved to the next stage of their “Feel Like a Bosch” marketing campaign.
For their latest ads and social media posts, Bosch Tools hired He-Man, likely by licensing the character.
The premise is that when you use Bosch tools, you should feel like you have “the power.”
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They’ve even brought in an animated Battle Cat.
He-Man. Bosch Tools.
This isn’t just on social media, Bosch Tools added new depictions on their website too.
Apparently life-size Macho Man cutouts were put out at some Lowe’s stores before being pulled.
The campaign so far features Bosch rotary hammers, the 18V FREAK 2-in-1 impact driver, and miter saw.
A Super Bowl ad, Antonio Banderas, the likeness of Macho Man Randy Savage, He-Man… how much must all of that have cost?!
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I’ve seen power tool brands put their name on race cars, stadium banners, a UFC fighter’s shorts, and snowmobiles. Different brands spread familiarity in different ways. Hiring out He-Man definitely seems to be a first.
What other characters should Bosch incorporate into their tool marketing next?
What are your thoughts on all of this?
Here are the latest videos:
Stuart_T
Meh. This whole campaign seems childish to me. Let’s have grown-up ads for grown-up people. And a lot of women use power tools, too.
Stuart
I’ve been wondering if older millennials are the target audience here, with Macho Man and He-Man being nostalgic for folks born in the 80’s.
Maybe they could work She-Ra into a future ad series.
MM
I think nostalgia is exactly what they’re going for. It’s the same with Randy Savage, he was another iconic character from the 80’s.
If they continue the theme we might see references to Teenage Mutant Ninja Turtles, Back to the Future, Ghostbusters, Indiana Jones, Rocky, MacGuyver….
Jared
I don’t “like” this campaign. It seems silly. I might even be embarrassed if someone thought I owned Bosch tools BECAUSE of these ads.
However, I can see it being attention-grabbing to the right audience. If you’re in the right age group, or just think stuff from that era is cool, maybe that’s enough to catch your interest.
Come to think of it, I might enjoy a Back to the Future ad – or someone from TNG-era Starfleet.
Bonnie
There’s also value in just being noticeably different. Aside from the color of the tools there’s zero difference between most brand’s ads.
Bosch has done something noteworthy and standout, and it’s certainly boosted their awareness.
Bill
I really loved how Bosch tools work. What I was finding over the years is that they did not have the tool that I needed at times. Finally switched to another brand. I would rather that they expand their line rather than get stupid with the advertising. I have not looked for a while, perhaps they finally have.
Eric
What makes it even harder for me to understand is that their line in Europe is much more complete, they just haven’t bothered to bring those tools into the US. Some of which is probably because they can’t or won’t fork over the money to buy the shelf space to carry them. I’ll happily buy and use their corded stuff. But I just can’t accept being locked into such a small cordless platform when they are other companies out there offering similar tools and so much more.
MM
I remember being shocked the first time I saw a European-market Bosch catalog. It was in the early 1990’s in England, the catalog was the size of a large magazine with over a hundred pages. All the usual tools we think of were well represented, there were even a lot of specialty tools I hadn’t seen before like foam-rubber cutters, cordless drills & special bits for drilling holes in ice for ski slalom poles, Alligator saws, etc. They had a fairly high voltage Ni-Cd cordless system at the time for heavy-duty tools. I can’t recall if it was 24 or 28V but it was somewhere around there, I’m quite sure it was above 20V. The battery packs were a boxy rhombus shape and fit in front of the grip.
Luis
you should take a look at their website or with online retailers. They’ve added a healthy dose of new tools over the last 3-4 years
eddiesky
I was in France about a decade ago, and noticed the drink Orangina. Here, in the states, its awful and all High Fructose Corn Syrup and citric acid. But there, it was cane sugar, and orange juice and carbonated water. However, the advertising was creepy: not furries but anthropomorphism. So a horseheaded cheese-cake pinup woman with a skirt, lasso and boots was on a bottle. And while I like Orangina better than here, it was just … creepy advertising. Thing is, I still remember it.
Found it …
https://foreignparts.typepad.com/.a/6a00e54f84c95a8833011570656338970b-popup
There were also a scantily clad zebra and other “animals”.
So what ever Bosch is up to… weird. One meaning I know of is “empty”.
Hon Cho
The Orangina ad worked very well because you remember it.
I think the Bosch ads are silly but it’s just a way to establish a marker in the viewer’s brain. Advertising works, some better than others, but they wouldn’t do it if it didn’t work. Is it going to do what Bosch wants it to do in the USA? Personally, I doubt it will generate the kind of interest they want.
fred
I don’t recall ever seeing that ad – despite buying lots of Orangina in Europe.
I do recall ads for Sinalco – the German orange soda. They seemed to stay with a 1950’s looking wholesomeness theme for many years.
MM
Orangina is fantastic. Thankfully a local market carries it. I can’t say I’ve ever seen advertisements for it, but I love the stuff. The Italian brand Polara makes a variety of fruit based sodas, those are also excellent. No HFCS and they aren’t excessively sweet either.
Harrison
Anthropomorphism? That’s a semi-realistic animal drawn bipedal, doing human stuff. Generally endearing.
Those ads? Pretty much the literal definition of furry, and they leaned in HARD!
Saulac
A reflection of European view of American culture? Not to say that it is correct. Can we learn a bit more about Bosch ads in EU and other markets?
Stuart
No? These are Bosch and Bosch Tools USA ads.
Bosch (EU) had a professional workwear fashion dance show in 2012. https://14cyiuhvcgv.com/bosch-professional-workwear-fashion-dance-show/%3C/a%3E There’s plenty of Bosch EU ads on YouTube.
Robert
Ok. Nostalgia for the battle cat. That’s all.
cheechi
When I first saw it I was a bit surprised Bosch was advertising directly. Nearly no tool brands do that it’s almost always partnered with a store (many Craftsman products featured in Lowe’s ads since the SBD purchase, as well as eGo & Toro, and fewer and fewer Kobalt), or sponsoring sports like Dewalt on the McLaren F1 & IndyCar, and all of the various other tool brands/motorsports cross advertising we’ve all seen over the years.
I’ve been a fan of Bosch power tools for many years and I hope this signals something good for consumers. After Lowe’s cleared out all the 12v tools I was a bit concerned, and Bosch really hasn’t brought much new innovation to most of the mainstream power tools in several years but these ads confirm where their focus has been, and I don’t feel like using most of my years-old Bosch power tools that they are outdated or lacking, most of the time. But it still would be nice as a consumer to see some signs of life and this was enough to keep me content for a while.
Rzorrok
Seems a campaign developed by Europeans envisioning what Americans would like.
Will
You called it exactly!
Stuart
It’s not, all signs (and LinkedIn chatter) strongly suggest this is a Bosch USA campaign.
I’ve watched some of the EU ad campaigns, and they’re nothing like this.
Will
I think that makes the point. They think this is what Americans like, so this is the marketing they are using here.
Bonnie
It’s the American arm of the company. Staffed by Americans, and headed by a guy from Michigan.
Will
So it’s worse than we thought. This is what Americans think Americans want :/
Jorn
I hate to dogpile on since I like Bosch tools but these ads are giving me second-hand embarrassment.
They could have made the ads weird and memorable in a fun way like the Old Spice commercials made by Tim and Eric: https://www.youtube.com/watch?v=Bx3gVo-Lxxs
These Bosch ads aren’t clever, funny, endearing or anything positive that I can conjure up.
Stuart
I loved those commercials, and never knew that Tim and Eric were involved.
Alexander Barfield
Aside from the goofy marketing choices, I find it odd that Bosch is spending money on direct to consumer advertisements. How many people realistically saw that super bowl commercial and either: a) decided they should finally invest in some power tools, and Bosch was the answer, b) decided to switch teams from whatever flavor of cordless system they were currently on, or c) was actually an active Bosch user and these ads alerted them of new tools? Seems very slim for any of those options
s
and d) where can people get those tools?
seriously. a major turning point for me when i was researching which tool brand to invest in were distribution/availability channels.
i saw that bosch stuff is some sort of available everywhere, and most tools fit my needs, but it’s very much like a european vehicle– it takes digging, many times on non-common locations to locate all that stuff. my local contractor supply fully stocks bosch, but is only open weekdays, until 4:00, so i can never even visit. they aren’t fully available through typical american distributions. dewalt and milwaukee are actually available everywhere, with in-store and on-line places actually maintaining inventory levels.
Frank D
I remember the cartoons and wrestling going up …
I am a BOSCH fan …
This advertising is a waste of money in my book.
Yeah, sure, you will grab somebody’s attention for a few seconds; and some people may learn that BOSCH still exists and makes power tools … but is anybody who is in camp Dewalt, Milwaukee, etc going to switch? Nope.
I have said it many a time here: bring more tools, let us buy & order.
Start with the 12v catalog; so we don’t have to make risky buys overseas.
Mark. M
This is cringey and it makes me want to not buy Bosch tools. I can’t imagine that’s the goal of this campaign.
Will
I’m with you. These ads seem patronizing. Almost like Europeans don’t have much respect for Americans. I’m glad Dewalt isn’t doing this.
Jody
Terrible ads.. Would rather see no marketing opposed to this..
Jerry
When I watch those ads, I have no idea why I should buy a Bosch tool, other than it inspires the users in the ad to wonk out.
The only thing I got out of any of them is that the Bosch saw is supposed to be ‘smooth’ and the dual driver can be both an impact driver and impact wrench, but I had to pay attention to notice it. It does not seem to be directed at pros, or even serious DIYers so much as someone who has been around too many construction adhesive fumes. Maybe I’m just old and cranky, but I don’t buy a tool because of a wrestling impersonator, I buy a tool to do a job.
On the bright side, I guess they are at least amusing, if not informative.
MFC
Watch the miter saw ad. The saw is shaking in the starting and ending position. Basically, the most important part of the ad and they couldn’t even take the time to actually make it “smooth”.
I mean, it’s more entertaining than any other power tool company out there, but I’m pretty sure they just hired SNL writers to come up with ads.
JR Ramos
Oh look, it does get worse!
I really could give a rat’s arse what anyone cares about me if I own or use a certain tool brand or associates it with whatever – I do care what they think about the quality of my work, however, and most tools/brands can get me where I like to be there. Surprised to hear tool users here worry about personal image based on a product or the product’s advertising.
This advertising is just really bad, though…in my humble opinion. This might be the worst I’ve seen and we’ve had some bad ads/campaigns from several in the past including Makita, DeWalt, and many accessory brands.
I tend to ignore advertising anyway…give me the specs and the results and nice ergonomics are a bonus, whatever brand you are.
Jerry
I agree the ads are bad, but at least they are ‘funny’ bad, not ‘Bud Light’ bad, as in the kind of ads that could kill the company. (I don’t mean this to be political, but rather to point out that the ads are not so bad as to alienate their customer base, just make them laugh and possibly cringe just a little).
RDogg
First, Randy Savage is deceased – so strange flex there.
It has stupid Dr. Pepper “Lil’ Sweet’ vibes as well.
Finally – are they trying to say “feel like a Bosch” as in “feel like a Boss”?
Just hire Titus Welliver and don’t have him say anything ‘Bosch’ related – just stare at the screen and wink.
Bonnie
They’ve been doing the likeabosch thing for a few years now. Apparently it’s been pretty successful for them.
Grokew
The Antonio Banderas and Randy Savage (Mark Harley) ad was the funniest. Especially with Antonio Banderas Dancing like the Puss In Boots. Yes, the commercials are a bit childish, but we, as adults, need to laugh a bit more.
BobH
My thoughts are that this is really stupid.
Geoff
I am a high school teacher — this is exactly the sort of goofy madness that my kids produce, just more slickly edited. Did the folks at Bosch NA all drop acid?
Oarman
Frankly, I’d be a lot more motivated to pick up power tools at the big box store if they came with a life-size Macho Man cutout.
Greg
Has anyone told Bosch it’s not the 80’s anymore? If not, be gentle, the shock might be too much for them.
Scotty.
I’m getting a sense of 2nd hand embarrassment on this Bosch marketing. Really lame.
Johnathon
Yeah I bought Bosch originally because I believed they had a professional and industrial pedigree. I eventually switched to metabo hpt because Bosch didn’t have cordless tools I needed for work (routers, nailers, etc). Now they finally do, but wonder if I’d have ever started with them if this was their brand image.
I don’t use Ryobi or Hart at work because the brands and brand quality imply amateur/diy. What do these ads imply?
LK
Everyone in the comments is either showing their age or their existing brand biases.
The 80’s are incredibly IN right now and while it’s easy to connect that to millennials, it’s actually Gen-Z who have adopted the 80’s and 90’s back into the mainstream and will be the most likely to pick up a Bosch tool for the first time because of a newly gained awareness.
These ads will be effective.
Kent hanson
Yeah i’m with you, most of these people nay-saying must not spend much time with 13-25 year olds because that’s the age range that will absolutely love these and that’s who they are targeting for these. They definitely aren’t targeting 50-60 year old guys who go to tool blogs.
Kent hanson
I like them and i’m sure they will be effective with the demo they are targeting. The crossover for people who read this blog and who Bosch is targeting with these is small so i’m not sure they are worried about the opinions of this comment section.
Mark. M
I saw two of these ads while streaming a show last night. In a word: Embarrassing. My 13 year old son was watching with me and he as like, What are they doing?? Not only does this not compel me, in any way, to buy a Bosch tool, but it makes me want to NOT buy a Bosch tool. I don’t want to be associated with this garbage (that doesn’t resonate with either 48 y/o me or my 13 y/o mini me). I’m not going to throw out my Bulldog hammer drill or laser measurer, but I’m damn sure not going to buy anything new.