Someone affiliated with the company behind the new Ridgid NUKE 18V cordless power tools spoke up about the branding in 2 new comments.
They wrote:
Incredible marketing, leaning into Liquid Death type of theme for the next generation of young value-pros! Love it. I can’t wait to get my hands on the stealth force and circ.
The fact that people are talking about NUKE, and not just grazing over and forgetting it, makes sense why RIDGID did it. They wanted attention and they got it, whether good or bad. I noticed socials like instagram and facebook have been doing much better. Must be tailored to younger gen.
They “wanted attention,” “whether good or bad,” and leaned into edgy marketing to appeal to “the next generation of young value-pros.”
So Ridgid NUKE was developed for the younger TikTok crowd, and is rage-bait for everyone else? Got it.
As a reminder, I usually don’t mind insider comments. But don’t pretend you’re just a regular tool user or reader – that’s shill behavior.
Anyway, I found it very interesting that Ridgid added “vs leading 20V competitor” to many of their NUKE product listings. Is Ridgid NUKE intended to replace Dewalt Atomic at Home Depot stores?
See Also: Ridgid Nuke – Meet the New 18V Cordless Power Tools
If a Ridgid rep was caught secretly trying to defend NUKE branding here, have they been doing the same elsewhere?
