Stihl Inc. is tapping into America’s sense of patriotism and unity with its new national advertising campaign. Leading with the message, “Made in America. Three words not everyone can say,” the campaign aims to reinforce the company’s continued support of and investment in American manufacturing while also reinforcing that a majority of Stihl products sold in the U.S. are made in America of U.S. and foreign materials. The multimedia campaign integrates all marketing platforms, including print, online, traditional broadcast and streaming digital pre-roll.
“The Stihl name has always been synonymous with quality and performance across the globe,” says Ken Waldron, Stihl Inc. national marketing manager. “However, we also want our customers to know that while we began producing just one chainsaw model in America back in 1974, we now proudly manufacture many of our products right here at our Virginia Beach facility.”
More than 75 models of Stihl equipment are currently made in America of U.S. and foreign materials at the U.S. facility, with plans in place for additional category expansion, the company reports. Products made at the Virginia Beach facility include: chain saws, trimmers, edgers, brush cutters, pole pruners, backpack and handheld blowers, sprayers, shredder/vacuums and more. The Stihl Inc. facility also produces battery equipment.
Since its inception in 1974, the Stihl Inc. campus has grown from a single 20,000-square-foot rented warehouse to more than 1 million square feet, and spanning more than 150 acres. The highly automated manufacturing facility boasts the latest in manufacturing technology and is vertically integrated. The Virginia Beach plant also manufactures many of the components and accessories used by other Stihl facilities around the world.
“The Made in America campaign will run throughout 2022,” says Waldron. “However, given Stihl Inc. remains committed to continued investment in American manufacturing and expanding our American-built product categories this campaign may continue for years to come.”