A 20-year-old fishing lure was being reintroduced to the market and wanted to make a big splash. The product was solid, but brand identity and awareness were non-existent – a deadly combination for any product. Chuck Woolery, famed game show host and avid fisherman, purchased part of the company, and he and the other two owners wanted to see a big return on their collective investment.



We started fresh. We renamed the product and attached the celebrity owner’s name, to add credibility and an instant-recognition factor to the brand. We built an e-commerce website from the ground up. We then developed a solid DR campaign (including creative, production and media), which got the product – with the right message – in front of the right people. Orders started coming in. The phones were ringing off the hook.

One of the calls was from QVC. You may have heard of them. They do a little retail business on TV and the web. They loved the product… They loved Chuck… They wanted to meet. In the end, the lure became one of the best-selling fishing lures of all time – and the first of many products in an outdoor product empire that does big business on QVC, TV and the web. So, after 20 years of relative obscurity, it turned out that all the lure needed was the right DR agency.