In 2012, Cooper Industries and Eaton merged to create the biggest M&A of that year. Eaton came to us with the challenge of integrating the house of brands that was Cooper into the branded Eaton house. Test Monki researched over 20,000 pages of brochures, web content, etc. to create a logo architecture tree for each of Cooper’s seven divisions that showed the logos in use from a macro to micro view. Once Eaton saw a snapshot of Cooper’s current brands, they were able to conduct brand equity research on the star brands.
Meanwhile, we helped create the integration communication strategy that would communicate the transition of the Cooper brands moving into the Eaton look and feel. This way, existing Cooper customers aren’t waking up to the overnight extinction of the Cooper logo. The “Eaton and Cooper United” campaign came with a toolkit for ease of employee transition, messaging, photo asset library, new product division brochures, ads, environmental graphics for their technology training centers, and direct mail announcements all tailored for each business unit, including different languages.
...it’s cool, it’s new, and it’s really the first time we’re telling the story in this way.”
—Hilary Spittle, Eaton
“Your Wow Piece is generating lots of interest around Eaton...