what they were up against.
After taking a hiatus in promoting the Gulp! brand, Berkley Fishing decided to add it back into their media budget. Timing was right, because the support also promoted a new formula – Gulp 2.0. Additionally, Berkley lacked authentic brand communication and tone. The product was not top of mind when consumers purchase soft bait and they were in an extremely crowded soft bait retail space. In order to grow the business, Berkley needed to expand their audience to live bait users.
what we did to help
In our target audience of “avid anglers,” Berkley was viewed as the trusted leader in the soft bait category backed by science and innovation. But we wanted the audience to expand their perception and view Berkley as the leader across all categories so they would be the first brand they thought of when looking for scented baits. We also needed consumers to know that Berkley soft bait was just as effective as the live bait they currently were using.
Work we did:
- Brand Strategy
- Tagline
- Image System
- Messaging
- Experiential/Environmental
- Creative
- Content Creation
- Digital Engagement
- Theming
Video
What happened next.
Our work for the Gulp! brand helped Berkley see a 12.1% increase in sales. Gulp! was named Best Terminal Tackle at the annual ICAST show and has received new endorsements by professional anglers and industry analysts across the country. In 2016, Newell Brands completed its acquisition of The Jarden Company, Berkley’s parent company.