Kennametal is one of the world’s leading suppliers of tooling, engineered components, and advanced materials used in a wide range of industries. When negotiating with their clients on tooling, often they are asked to take a percentage “haircut” off their pricing. Kennametal wanted to preempt this by presenting the case that a company could save a small amount off reduced tooling costs or save a substantially larger amount by having Kennametal show them ways to reduce their entire manufacturing costs. Creatively, a school quiz, complete with charts, was employed to dramatically make the “no-brainer” case.

CLIENT: Kennametal

TYPE: magazine ads