ATLANTA, Jan. 29, 2013 /PRNewswire/ -- Newell Rubbermaid (NYSE: NWL) today announced its entry into the heating, ventilation and air conditioning/refrigeration (HVAC/R) category with Hilmor®--a new brand of professional tools that revolutionizes the category with innovations that make HVAC/R technicians' jobs easier and more efficient. Hilmor will represent the third anchor brand within Newell Rubbermaid's Tools segment, a strategic priority as part of the company's Growth Game Plan. (Logo: http://photos.prnewswire.com/prnh/20130129/CL49723LOGO-a) (Photo: http://photos.prnewswire.com/prnh/20130129/CL49723-b) "Hilmor completely changes the game in the underserved HVAC/R tool category," said Rich Mathews, Senior Vice President of Marketing for the Hilmor brand. "We invested years of intense end-user insight and product development work to understand and address the unique challenges technicians face on a daily basis. These technicians are among the most highly trained and skilled in the professional trades, and they deserve tools that help them overcome the complex challenges they face on job sites. Our new Hilmor brand fills this gap with the biggest wave of innovation the HVAC/R category has seen in a long time." "We are excited about the launch of Hilmor, our first new brand in many years, which is built alongside our leading Irwin® and Lenox® tool families," said Mark Tarchetti, Chief Development Officer of Newell Rubbermaid. "This project exemplifies our Growth Game Plan strategy: beginning with a foundation of deep user insight, we bring innovation and superior design, which is then commercialized with great branding. We are reinventing the HVAC/R category by applying the resources of a $6 billion corporation to our tools business, which is one of our top three growth priorities." The Hilmor brand launched at the International Air-Conditioning Heating and Refrigerating Exposition (AHR Expo) in Dallas, billed as the world's largest HVAC/R trade show. An aggressive integrated marketing campaign across digital, social and print playfully addresses current user frustrations and invites users to "ReTool + Conquer." Hilmor's distinctive green and black branding scheme conveys the excitement of the tools' innovative design and functionality. "We have been delighted with the enthusiastic response from both technicians and equipment distributors who have seen previews of the Hilmor line," added Mathews. "The insightful simplicity of the solutions along with dynamic product designs gives Hilmor a true point of difference in the HVAC/R category."