Spyder Products


Spyder produces attachments for reciprocating saws that make manual, time-consuming tasks such as scraping and grout removal quick and easy. The team at Spyder Products wanted to spin a larger story about the company – one that would generate marketplace awareness to match the breakthrough benefits of the products.


Spyder Products approached Freeman, based on our expertise in the building products and DIY categories. We leveraged our background to establish brand positioning that could capture the capabilities Spyder Products offered. They don’t just save time and money – they make really frustrating tasks easy. Out of this insight emerged a new tagline: “The Tools You’ll Love for the Jobs You Don’t.”


After the messaging was nailed down, we reached out to our media contacts to put the products in their hands to test. At the International Builders’ Show, Chris Grundy, host of DIY Network’s Cool Tools, and Danny Lipford of Today’s Homeowner fell into our web. We got the brand covered on blogs like homefixated.com and toolboxbuzz.com, using the celebrity endorsements to capture attention. Plus, we coordinated submittals for several prestigious industry awards.


Freeman has delivered a long trail of media exposure in publications as diverse as This Old House, Remodeling, Handy, ProTools Today, Family Handyman, and many others. We have landed major product awards and have helped establish Spyder as a leading brand in their category.