Recognizing Marketing’s Finest
Here we present all of this year’s winning submissions, highlighting a different category each week.
PRODUCT LAUNCH /
Granite City Electric
Tap & Go Mobile App
In April 2025, Granite City Electric launched the “Tap & Go” app.
The launch focused on electrical contractor customers throughout New England and the Albany, N.Y., region and the Granite City sales team, with two programs created: one that promoted adoption and use for its customer base, and one for its internal sales team that tracked and published results during the nine-month initial launch phase.
Details of execution included program branding with in-store customer signage and a QR code sign-up, a full customer communication campaign, and extensive sales team training.
The judges described the launch as “a compelling blend of clear objectives, integrated communication, and impressive results that exceed its own targets,” adding that it “reinforced the company’s brand as an innovative, customer-centric partner.”
Summit Electric Supply
Automation at Scale
Prior to launch, Summit’s industrial automation business was established in a single core market, with little presence across the rest of its footprint.
As the company prepared to launch its automation offering more broadly, it faced a dual challenge: building awareness in entirely new markets while also increasing visibility in its existing market to remain competitive and earn earlier consideration from customers.
The launch strategy was built around two layers of audience development: personas to shape messaging and a scalable campaign audience to reach buyers throughout the decision process.
Summit built a unified system designed to introduce, reinforce, and sustain visibility throughout the buyer journey—and drove a measurable shift in visibility, engagement, and market presence.
“Summit’s product launch not only multiplied visibility more than 30 times, but also set a new benchmark for paid media efficiency in the electrical industry,” said the judges, who praised Summit for its “customer-focused experience.”
Classic Wire & Cable
PowerGuard MV EPR Cables
To successfully introduce its PowerGuard Medium-Voltage EPR cables and drive awareness, Classic Wire & Cable decided on a phased approach that would build curiosity and anticipation and then deliver clear technical value and sales enablement.
First, a teaser campaign sparked interest, created awareness, and signaled that a new product was coming.
Next, a full product launch campaign educated the market, equipped distributors with sales tools, and drove engagement across multiple industry touchpoints.
The strategy emphasized consistent messaging, repetition across channels, and a balance between high-level benefits and detailed technical content. The phased approach ensured the product entered the market with momentum, while the breadth of launch materials provided lasting sales support beyond the initial announcement.
“Classic Wire’s launch was a textbook example of a well-planned, multichannel product launch that put the customer first and drove measurable engagement,” said the judges.
Intermatic
ABRA Smart Solutions
For this launch, the Intermatic team took special care to frame its ABRA Smart Solutions as complementary, bridging the gap between electricians and DIY enthusiasts.
Marketing deliverables framed the more traditional ABRA In-Wall Switch as a natural upgrade to familiar Intermatic solutions, whereas those for the new smart bulbs and related solutions highlighted the ease of installation, fun, and convenience the new products would offer.
Importantly, the team took a comprehensive approach to both sales and marketing. ABRA Smart Solutions were made available on e-commerce platforms and Intermatic.com in addition to standard electrical distribution channels. Likewise, marketing efforts focused on a range of formats and platforms, including influencer marketing, paid search/social, and tech community outreach.
The judges applauded this launch, noting that it “not only exceeded sales goals and garnered millions of video views, but also strengthened Intermatic’s brand presence within the electrical distribution community, proving its strategic execution and customer-centric approach.”
ABB Electrification
SACE Emax 3
To introduce ABB’s SACE Emax 3, the marketing team devised a phased approach that combined targeted industry outreach with a broader amplification phase.
Inspired by high-performance racing, the theme communicated speed, precision, and control, aligning with what decision makers value: reliability, competitive advantage, and time to impact.
The motif extended end to end: Events at car club/race-inspired venues translated the visual language into a live experience, echoed across ads, landing pages, third-party media, signage, staging, demos, and performances for a consistent story of speed, innovation, and leadership.
By positioning the NECA trade show as the stage for the strategic reveal, the product launch was elevated into a must-attend industry moment—capturing the attention of influencers, press, and key decision makers.
The judges applauded “a cohesive, high-impact strategy that reinforced brand leadership while delivering measurable engagement and lead generation results” and noted, “The NECA reveal produced a standing-room-only crowd, which amplified visibility and a surge of earned media.”
Legrand
Kitchen Countertop Outlet
To launch a kitchen countertop outlet that meets 2023 National Electrical Code for residential, light commercial, and hospitality settings without infringing upon a space’s aesthetics or requiring extensive and challenging installation, the Legrand marketing team devised a strategy that would provide valuable education on updated code requirements and how the outlet fills a gap in the market.
The product introduction was teased at the 2025 International Builders’ Show and Legrand National Sales Meeting.
The primary message of the marketing materials focused on education around the code update, impacted states, and projected timeline for adoption. The secondary message focused on the product’s safety, passing code and UL standards while looking and functioning differently from competitive products already available that adhere to code requirements.
Finally, internal trainings educated the sales team and trickled information down to the customer level to ensure broad awareness.
The judges called the launch “a highly coordinated, education-centric campaign that hits every judging criterion while delivering
impressive results” and appreciated how “every asset—from sell sheets and training videos to a dedicated landing page and white paper—is customer focused, offering actionable benefits and reinforcing the brand’s expertise.”
WEBSITE – Honorable Mention
City Electric Supply
CES One-Line Service
DSG
Schneider Electric FlexSeT
Hammond Power Solutions
EV Product Launch
Hubbell
Premise Hi-Impact Cat6A Connectors and Patch Cords
Tagged with awards, Best of the Best, marketing