The Berkley brand is synonymous with fishing—a venerable brand of line, lures and accessories that resonates with anglers around the world. Built on a commitment to science-based product development, the company continued making high-quality products under several consecutive ownership groups. But the brand had lost its way when it came to communicating that promise to new, younger anglers.
Communicate Berkley's commitment to science-based product development with a new generation of anglers.
Develop an integrated campaign built on the refreshed platform: "Your Fish. Our Science."
Gunpowder created a series of print ads placed in major endemic pubs featuring new products, produced anthemic TV spots that aired on major networks during high-profile tournaments, as well as digital animated videos which told the story of the science behind Berkley products. The Berkley team has been able to further the science messaging in all consumer event appearances and instill this messaging with their pro staff as well, to continue to drive home that Berkley truly does the science, so that you can catch the fish.
