The Goal

Snap-on® wanted to generate excitement for the new line of MonsterLithium 18V Power Tools blending nostalgia for a popular counter-culture movement with new-age technology. We delivered. Working with noted artist “Dirty Donny” — whose classic Rat Fink-inspired style transcends age groups — we created launch materials featuring illustrations that captured the ferocious power of the MonsterLithium line-up. The resurgence of this style in the automotive aftermarket helped the materials resonate with technicians and franchisees alike.

A monstrous launch

From print ads to other leave-behinds, Van Torquey roared into the hands of technicians nationwide, with the materials’ bold colors and lively copy being hard to miss. Collectible stickers were a hot item, quickly snatched from franchisees and stuck across roll cabs and workspaces to bring Snap-on’s take on "Kustom Kulture” into the garage.

More is better

As the MonsterLithium line grew, so did our involvement. We worked with Dirty Donny to create four limited-edition posters featuring his monsters — then invited him to attend the annual Snap-on Franchisee Conference to sign them for lucky attendees.

Fast & Furious

Van Torquey and his fiendish friends like to go fast. We do, too. We partnered with Snap-on’s Racing team and NHRA driver Cruz Pedregon to dominate his Funny Car’s look for three races during the Western Swing (and gave the team race day wearables to match).

A Fierce Legacy

Thousands of marketing materials, impressions and Snap-on fans later, Van Torquey and his minions made a heckuva mark. MonsterLithium cordless tool sales hit 115% of original sales goals and increased demand for related sockets, blades and discs. Fervent fans not only bought the tools, but went on to customize their roll cabs and their bodies with campaign art. Others took it upon themselves to add their own monsters to the family. Their passion even brought Van Torquey to life in the shape of a 6-ft. mascot for use at trade shows and other events. A monstrous legacy, indeed.