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Marketing Parameters/ Creative
Solution
Created by a Russian-born silversmith with an ongoing love of the sea, the Peetz reel was heavily branded in the Canadian marketplace, as a North American classic. This USA product introduction was intended to showcase the artistry and simplicity of Peetz reels, in direct opposition to the high-tech fishing gadgetry touted within the same trade magazines. The storytale approach translated well into radio, as well as product enclosure tags that detailed the reel's fabled beginnings and richness in sporting history.
Campaign Extensions:
:60 Radio, Abercrombie & Fitch catalog copy, merchandising
(Full Text:)
(Headline:) The Beauty And The Beast
Now, for the first time in America, a beautiful handcrafted reel of mahogany and brass that blends the art of form and function...Peetz. The chosen reel throughout Canadian waters since 1925.
For over half a century, Peetz has stood up against the harsh open seas and graced the calm fresh water lakes. The single action design fulfills the quest for simplicity, perfection and durability.
Peetz. Capture the beauty that holds the beast.
(Photocaption:) The Peetz five-inch
reel is suitable for wire or synthetic lines and has a capacity of 300 yards
of 25-pound test line. Trade ad, fishing,
sportsman, reel, rod, sporting goods, new product introduction, product launch,
Canada, USA, distributors, handcrafted, waterways, sea, ocean
Design: In-house, Bergwig/distributor
