Master Lock Taps Laughlin Constable on First Rebrand and New Campaign in a Decade
CHICAGO (April 14, 2025) – Master Lock, the leader in safety and security, and its decades-long agency partner Laughlin Constable have revealed a full creative rebrand and campaign launch for the global brand. The revamped Master Lock brand will be featured through new product packaging and merchandising, online and a new marketing campaign that is now running nationwide.
The new brand idea – “Master It” – centers on the growing sense of responsibility consumers face in their daily lives. Brand strategy, which Master Lock developed with LC, set out to understand not just consumers’ purchasing behavior but the deep reasons they trust Master Lock, discovering that as their responsibilities increase, so do their need for dependable products. The campaign repositions Master Lock to embody the core value of responsibility.
“As we look to our future, it was time for Master Lock to re-affirm our leadership, dependability and trustworthiness within the category, and this new brand look and campaign does just that,” said Katie Hermann, VP of Brand Development at The Master Lock Company. “LC has a deep understanding of our business and our customers, and we bring that to life in this meaningful and personal new campaign.”
The national campaign, which relaunches the brand for the first time in over a decade, leverages the tagline “If It Means Something, Master It.” LC created the :60 brand anthem spot along with unique :15s that tell different stories of responsibility – a dad leaving his job at a work site to coach his son’s little league team and a worker heading home to practice with his band.
“Master Lock is an iconic brand that was ready to reach consumers in a new, personal way,” said Pat Laughlin, chief creative officer at Laughlin Constable. “With this campaign we wanted to expand beyond the product benefits of security and peace-of-mind and elevate the brand to being about moments of responsibility - both in our home lives and our work lives.”
The campaign includes :60, :30, :15 and :06 spots and will live across CTV, paid social, streaming audio and podcast, as well as within retail with reimagined packaging and merchandising design.
The spots were created in partnership with Laughlin’s award-winning production arm, HIVE Content Studio, and Interrogate.
Laughlin Constable partners with Master Lock, a part of Fortune Brands Innovations, on brand strategy, creative, packaging design and web development.
About Laughlin Constable
Laughlin Constable is a full-service independent agency that helps to create Personal Experience Brands by fusing excellence in strategic intelligence, brand creativity, media context, and connected experiences to create modern work that moves people. The agency, founded in 1976, has offices in Chicago and Milwaukee. Current and recent clients include: True Value, Master Lock, Sherwin-Williams, Milwaukee Bucks, Northwestern Medicine, Nordic Naturals, Vienna Beef, The American Society for the Prevention of Cruelty to Animals (ASPCA), Wisconsin Department of Tourism, Hoosier Lottery, Yuengling, and many others. Laughlin Constable was named Ad Age 2024 Small Agency of the Year, and it won 2024 Clio, Effie and ADDY awards for its work. For more information, visit Laughlin.com.
About The Master Lock Company and Fortune Brands Innovations
The Master Lock Company is recognized worldwide as the authentic, enduring name in padlocks and security products. The company offers a broad range of innovative security and safety solutions for consumer, commercial, and industrial end-users. The Master Lock Company is part of Fortune Brand Innovations, Inc. (NYSE: FBIN), a brand, innovation and channel leader focused on exciting, supercharged categories in the home products, security and commercial building markets. Visit www.MasterLock.com and www.FBIN.com to learn more.
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