In the summer of 2018, Ace Hardware Corporation changed their long-time slogan from “The Helpful Place” to “The Helpful Hardware Store.” The change was made to better reflect the company’s focus on being a helpful resource for their customers.
For nearly 60 years, Ace Hardware has been known for their helpful associates and wide variety of hardware products. The company was founded in 1924 by a group of hardware store owners who wanted to pool their resources and buy merchandise at a discount. Today, Ace Hardware is the largest retailer-owned hardware cooperative in the world, with over 4,700 stores in 60 countries.
While the company’s focus has always been on providing helpful service, the new slogan is meant to emphasize that even more. In an increasingly digital world, Ace Hardware wants customers to know that they can still count on them for expert advice and quality products.
The change was announced in June 2018 and came into effect immediately. All advertising, including TV commercials, radio ads, and print ads, was updated to reflect the new slogan. The company also updated its website and social media accounts to use the new tagline.
So far, the reaction to the change has been positive. Many customers appreciate the company’s commitment to being helpful, and they say they’ll continue to shop at Ace Hardware stores for all their hardware needs.
Ace Hardware changed their slogan from man to folks in order to better reflect their focus on being a helpful resource for customers. The change was made in summer 2018 and has received mostly positive feedback from customers.
