Zebco®
Reinvigorating a beloved brand for new audiences.
After reimagining the rod and reel category for recreational and professional fishing gear in the early 1950s, Zebco staked its claim as a celebrated leader in the marketplace.
But over time, the brand, and the hobby, struggled to stay relevant with younger generations while knock-offs, imports, and a slew of brand imitators flooded the market.
Brand Strategy
More fun on the water
As the fishing category declined, Zebco knew it had to evolve its brand to regain relevance among a younger generation of potential anglers. By employing storytelling unique to the category we celebrated a classic pastime as an active outdoor pursuit that can be enjoyed by anyone, almost anywhere. And we positioned Zebco as the easy outdoor partner that offers reliable fishing gear for greater experiences together on the water.
CREATIVE CAMPAIGN
New look, new hook
To reach a whole new generation of anglers, we launched a comprehensive campaign with digital, video, print, radio, and social that invited audiences to Catch On and join in on outdoor adventures with Zebco.
Focusing on highlighting how fun, communal, and easy fishing can be, we hooked a new generation of anglers by tapping into fishing’s social roots—connecting fishing to the things they already love about being together in the outdoors.
A new twist on a familiar song
The campaign was built around a remake of the theme song from the classic 60s sitcom, “ The Andy Griffith Show.” A happy and familiar tune about the joy of a day at “The Fishing Hole.”
Social
Getting social on the water
When it came time to connect with millennials and Gen Z, social media was a major player. Zebco invited outdoor adventurers to share their stories. We then asked viewers to help “choose their adventure” where we had several weekends when audiences could pick places in real time where our participants would fish.
Website Design & Development
A destination for adventure
Creating a new space to inspire users, Zebco’s web experience encouraged consumers to catch the fun of good times with great friends and family in the outdoors and on the water.
