Lake Forest, CA – June 2004 - A new advertising campaign launched by Kwikset will reach 300 million people with a twist on product style, innovation and the product’s legendary strength.

The Kwikset ad campaign is designed to help homeowners make a connection between the dependability and strength of the Kwikset name and fashionable hardware and innovative product design.

The campaign’s creative bend positions Kwikset door hardware on unconventional objects like a classic sports car, a briefcase and a jewelry box. The headline explains the visual misdirection as, “So Strong and Attractive, Why Stop with the Front Door?”

“We are building recognition of the Kwikset brand beyond home security into home fashion, beauty and style,” explains Black & Decker Hardware and Home Improvement Group President, Chris Metz. “Kwikset makes a tremendous contribution to home style through the continued development of products that spark the homeowner’s imagination and enhances their home décor while continuing to provide excellent home security.”

The ad campaign will appear in consumer shelter magazines, on home improvement television programs, builder trades and on the radio. The campaign budget is nearly $3 million.

Southfield Michigan based Donor Advertising is creating and placing the Kwikset spots which will break in August 2004. The Newport Beach, CA branch services the account.

Donor Advertising Executive Creative Director Gary Wolfson describes the advertising’s creative strategy, “The advertising needed to go beyond just the rational functionality of the brand...we needed to capture the emotional side as well."

The decision to include television spots in the lineup is significant in part because it has been many years since TV has been used to promote the brand. The fifteen-second TV spots follow the creative direction of the print campaign and will run on national cable network channels.

The TV ad schedule is on channels with an emphasis in home improvement like HGTV, TLC, TBS, Sci-Fi and Discovery.

The entire campaign has a powerful visual impact that delivers the new Kwikset tag line, ‘The Beauty of Strength’ and announces the company’s #1 selling lockset status. The print and broadcast campaigns are designed to resonate well with homeowners in their family rooms and kitchens.

The Kwikset consumer print ads will run from July through December 2004 in Southern Living, Sunset, This Old House, Popular Science, Family Handyman and Better Homes & Gardens SIP’s.

Trade advertising spots will run in Builder, Big Builder and The National Locksmith. Kwikset will also become a title sponsor of On The House with the Carey Brothers, the nationally syndicated call-in radio show with James and Morris Carey.

Kwikset has been a leader in the lockset industry for more than 50 years. The company manufactures and markets a complete line of door hardware, including handlesets, knobs, levers, deadbolts, and pocket door hardware for the residential and light commercial markets, under the Kwikset UltraMax Security®, Kwikset Maximum Security®, Kwikset Security®, Weiser Lock®, Society Brass Collection® and Baldwin® Hardware brands.

Kwikset is a Black & Decker Company, headquartered in Lake Forest, California. For more information about Kwikset products, visit www.Kwikset.com or call 1-800-327-LOCK.