Now playing on the Sphere: DeWalt
Trade show marketing tactics have come a long way from banners thrown across a folding table.
Case in point: DeWalt’s conspicuous promotional effort at the World of Concrete taking place in Las Vegas Jan. 20-23. The DeWalt message on Sphere's Exosphere, featuring drones and viewable from vantage points throughout the city, unveiled a new concrete campaign for the brand—“Built for the Unbreakable.”
Watch the spectacle here.
The electric message promotes the DeWalt Powershift system. DeWalt describes its Powershift system as a system that sets a new standard for electrification on the concrete jobsite, helping construction companies to achieve compliance with government mandates regarding gas equipment. The cordless equipment system can produce up to 60% less CO2e emissions during use vs. gas-powered equipment, the company claims.
“Since its unveiling at the 2024 World of Concrete Trade Show, the DeWalt Powershift System has become one of the most anticipated and recognized innovations in the industry," said Bill Beck, Tools & Outdoor GM, Chief Growth Officer at Stanley Black & Decker. "Through creative consumer engagement initiatives like our Sphere campaign, we're showcasing our commitment to driving the future of construction forward with tools and technologies designed to empower leaders on every jobsite.”
The World of Concrete 2025 describes itself as the industry's only annual international tradeshow dedicated to the commercial concrete and masonry construction industries.
The "Built for the Unbreakable" campaign will appear on the Sphere for through Jan. 26. It's unclear what DeWalt spent on the Sphere promotion, but published reports suggest the cost of advertising on the Sphere is about $650,000 for a one-week campaign.