After a successful introduction in North America, FLEX 24V comes to Australia and New Zealand in 2025, with a full range of power tools that allow tradies to achieve higher performance and higher productivity on the worksite.

With its new stacked lithium technology, FLEX has raised the bar and rewritten the rules on power to weight ratio for the drills, drivers, saws and grinders that tradies rely on to earn their living. This innovation delivers 24V power without compromise on tool weight. With market leading performance across power delivery, battery charge time and battery life, this is a launch that tradies can’t afford to ignore.

However, in a mature market dominated by well-known brands that have earned long-term trust, tradies are sceptical and quick to call out any brand that overpromises when it comes to performance.

To disarm the audience, Town Square’s campaign avoids hyperbole and superlatives, instead asking tradies to question the tools they use by asking them to Demand More.

The brand platform is being launched through a series of communications that create affinity by demonstrating how FLEX tools won’t compromise on performance, just like the professional tradies who will use them. The launch campaign will be supported by a series of initiatives that get the tools in tradies hands, allowing them to decide for themselves, because, at the end of the day, good tradies will only be convinced once they’ve experienced it for themselves.

You can learn more about FLEX 24V at here. We’ll be introducing the rest of the campaign as it goes live. If you want to discuss how we could help launch your brand, contact Alison now.