In 2008, STIHL launched one of its more unusual marketing campaigns, blending heavy-duty construction equipment with rock-and-roll culture.
To promote the release of its new TS 410 and TS 420 STIHL Cutquik cut-off machines, the company partnered with musical instrument manufacturer Peavey to create a pair of custom electric guitars that were as much industrial art pieces as they were instruments.
The promotion, called “STIHL Rock Stars,” debuted at two major construction trade shows in Las Vegas: World of Concrete (January 2008) and ConExpo (March 2008).
Attendees had the chance to win one of the guitars through a sweepstakes while exploring STIHL’s latest equipment. The concept was simple but effective. STIHL leaned into a rock-and-metal theme to position its powerful new cut-off machines as the “rock stars” of the jobsite.
The highlight of the campaign was the custom Peavey guitar built in the Peavey Custom Shop. Instead of simply branding a standard instrument, the designers built a guitar that visually referenced STIHL equipment throughout the design. The guitar featured STIHL’s iconic orange and grey color scheme, making it instantly recognizable to anyone familiar with the company’s tools.
What made the instrument particularly interesting were the details pulled directly from the TS 420 Cutquik concrete saw:
- Traditional tone and volume knobs were replaced with custom gold hex nuts, referencing the hardware commonly found on construction equipment
- A chrome “diamond wheel” element, inspired by the cutting discs used on the saw itself, was incorporated into the guitar’s body
- Even the design story referenced the saw’s X2 air filtration system, a major feature of the new model that could extend air filter life up to a year under typical cutting conditions
The crossover between tools and instruments was more authentic than it might seem at first glance. Peavey industrial designer Paul Kitterman, who helped create the guitar, had previously worked in construction and had used STIHL concrete saws on job sites. That firsthand experience influenced the project and helped ensure the guitar felt like a genuine tribute to the machines that inspired it.
The guitars were displayed in the STIHL booths at both trade shows, where Berklee-trained guitarist Timon Kaple performed on the instrument for attendees. Kaple also played the national anthem at the Spec Mix Bricklayer 500 event during World of Concrete.
His involvement added another layer to the story. Kaple came from a family deeply tied to the timber industry, with a logging and sawmill business that had operated for more than a century and had relied on STIHL equipment for generations.
Here’s the full 2008 press release:
STIHL “Rock Stars” Land in Vegas with Custom Guitar Giveaways
TS 410 and TS 420 STIHL Cutquik® Cut-Off Machines Inspire New Promotion with Peavey®
Release Date: January 2008Virginia Beach, Va. – What does the number one selling brand of cut-off machine in the world do to celebrate adding another rock and metal legend to the family? Celebrate like a true rock star—Vegas-style. STIHL Inc. is celebrating the launch of the new TS 410 and TS 420 STIHL Cutquik® cut-off machines with two custom-built guitars from musical-instrument innovator Peavey®! STIHL Cutquik® inspired guitars will take the stage at World of Concrete, January 22 – 25, and ConExpo, March 11 – 15, in Las Vegas. Trade show attendees will have the chance to win the custom Peavey guitar, and other prizes, with one lucky guitar winner at each trade show.
Designed and crafted in the award-winning Peavey Custom Shop, the custom-built Peavey guitars feature the STIHL trademarked orange and grey color scheme, and mimic elements of the TS 420 STIHL Cutquik® —including the new STIHL X2 air filtration system, revolutionary technology that can extend air filter life to up to one year (based on average cutting conditions). Custom gold hex nuts replace traditional tone and volume knobs on the guitar, and a chrome “diamond wheel” was created to further imitate the look of the STIHL machine.
The guitars are the latest in a series of custom-built items inspired by STIHL products. Previously, STIHL commissioned two motorcycles for the launch of the TS 700 STIHL Cutquik® cut-off machine and the MS 441 STIHL Magnum™ chain saw.
“When we first were looking for a fun way to promote a serious power tool, I have to admit, a guitar didn’t immediately come to mind,” said Roger Phelps, promotional communications manager for STIHL. “But our ‘rock star’ theme, combined with Peavey’s own reputation for quality and reliability made this project really attractive. And when we found out that the individual at Peavey building the guitar had worked construction using our STIHL TS units, we were sold.”
Peavey industrial designer Paul Kitterman added, “During my years in the construction industry, I often used STIHL concrete saws in my work. Like Peavey, STIHL has always been known for quality and reliability. The opportunity to work with them on a guitar design was an exciting experience that allowed me to bring some of the pride I felt using their tools to the design process and create an instrument that incorporates the vision and expertise of both Peavey and STIHL.”
The guitars will be showcased in the STIHL booth at both World of Concrete and ConExpo by rising star guitarist, Timon Kaple. “It’s a really well-built piece,” Kaple said. “It has the quality and playability of a top-rated guitar. I’m looking forward to playing some famous riffs at the shows. It will be fun.”
At the World of Concrete show, Kaple will also make a special appearance playing the National Anthem at the annual “Spec Mix Bricklayer 500” event, Wednesday January 23, 2008. STIHL is a gold sponsor of the event.
And here’s the promo announcement:
STIHL “Newest Rock Stars” Sweepstakes
STIHL “Rock Stars” Land in Vegas with Custom Guitar Giveaways
TS 410 and TS 420 STIHL Cutquik® Cut-Off Machines Inspire New Promotion with Peavey®
What does the number one selling brand of cut-off machine in the world do to celebrate adding another rock and metal legend to the family? Celebrate like a true rock star—Vegas-style.
STIHL Inc. is celebrating the launch of the new TS 410 and TS 420 STIHL Cutquik® cut-off machines with two custom-built guitars from musical-instrument innovator Peavey®!
STIHL Cutquik® inspired guitars are being showcased at two trade shows in Las Vegas in 2008, and STIHL is giving attendees the chance to win the custom Peavey guitar, as well as other prizes. One lucky attendee will win a guitar at each trade show.
We couldn’t find any information about who won the guitars or where they are today. Does anyone else know?
Here are some other interesting STIHL marketing campaigns:
