Catalyst

Radio/Charger created a new product category for DeWalt while maintaining price point and sales volume in the cordless tool marketplace. Even though the typically product cycle in the cordless arena is two years, the cycle for the Radio/Charger, so far, has been 2.5 times longer, lasting over five years. In addition, revenues from the Worksite Radio/Charger have increased the revenues of the system expansion category over 2.5 times, making up 60 percent of the revenues of the system expansion category, and have turned the category from a minor role with only one percent of the overall product revenues to 3.5 percent of the cordless division revenues. The DeWalt Worksite Radio/Charger was a 2000 Silver IDEA winner in the Consumer Products category.

The DeWalt Worksite Radio/Charger truly exemplifies the power of design by incorporating a must-have product (a battery charger) into a desirable product (a radio) giving customers "permission" to purchase the product. Wrapped in a roll cage that shouts strength, this rugged boom box can withstand abusive treatment and harsh weather. Oversized control knobs are easily visible and accessible to a gloved hand and perforated steel protects speakers. Catalyst juror Gad Shaanan, IDSA, president, Gad Shaanan Design, Inc., said, "This product brings the credibility of an 'entertainment' tool to the workplace, giving the Radio/Charger a human touch in an otherwise rough environment, while proving longevity and credibility in the marketplace with continuously strong sales since 1999." The Worksite

DESIGN
Altitude, Inc and
Black & Decker, Inc

CONTACT
Heather Andrus, Altitude, Inc
617.623.7600
h_andrus@altitudeinc.com

interfaces business, "I was pleasantly surprised with the no-straps comfort." In 2003, the Breeze contributed to over 75 percent to the company CPAP interfaces business, outselling the company's next mask twelve-fold. Even in its fifth year of its product cycle, the Breeze grew 20 percent in 2003, over 2002, and is trending to even exceed 20 percent growth in 2004. Steve Russak, IDSA, Vice President of Innovation & Engineering, Kaz, Inc. says "In an ever growing market, the Breeze mask has set new standards in comfort and versatility for sleep apnea patients, which has resulted in increased patient compliance and satisfaction, turning a former market restraint into a current market driver." Puritan Bennett Breeze SleepGearTM CPAP Mask was a 2001 Silver IDEA winner in the Medical & Scientific Category.

The sleep therapy market continues to grow at an estimated 20 percent growth rate. This $240 million market is projected to reach $570 million in 2008. The Breeze mask allows sleep apnea sufferers to wear a small and less obtrusive mask that provides continuous positive airway pressure. Anchors at the top and rear of the device grasp the back of the head while a cantilever runs down the front of the face supporting the breathing apparatus. The performance of the Breeze mask has exceeded company expectation in terms of contribution to sleep therapy business, including growth and product life cycle. Users of the Breeze mask are overwhelming in their acclaim with comments such as "with the Breeze, my quality of life is returned"; "It's a delightful dream"; "I was pleasantly surprised with the no-straps comfort." In 2003, the Breeze contributed to over 75 percent to the company CPAP

DESIGN
IDEO and Mallinckrodt

CONTACT
Scott Underwood, IDEO
650.289.3409
scott@ideo.com

stated, "Sales on SPOT have far exceeded our expectations. It has been our most successful new product introduction ever. Thanks to BOLT, we have a strong, valuable brand and a unique market position that allows us to compete successfully against competitors or larger size and greater resources." Kamalini Ramdas, associate professor, Darden Graduate School of Business, University of Virginia stated, "I liked the steady increase in sales and their ability to raise the price from $185 to $195 because of the high demand." The SPOT Endoscopic Marking system was a 2001 Gold IDEA winner in the Packaging & Graphics category.

The SPOT Endoscopic Marking System, a 2004 Catalyst Award Honorable Mention provides a method of marking cancerous lesions on the wall of a patient's stomach or colon during an endoscopic procedure. The mark provides a reference point for subsequent removal of the tissue. The inexpensive packaging solution turned the technology into a product, by creating a whimsical brand identity that uses color and simple iconography that make it appear less threatening, thereby reducing user anxiety. Within just three years SPOT represented 28 percent of the company's total revenues while also being the primary driver of a 61 percent cumulative increase in overall company revenues. The president of GI Supply, Frank Carter

DESIGN
BOLT

CONTACT
Monty Montague, BOLT
704.372.2658
monty@boltgroup.com