Rapala Blue Fox

Postcards

This innovative postcard campaign showed the heart of the dedicated fisherman by capturing all the memories that make a great fishing trip - the size of the fish, smell of the catch, and the obsession of the sport - with a wry sense of humor. The objective, in a highly cluttered category, was to maintain awareness of Blue Fox as a manufacturer of smart, innovative niche products for species-specific fishermen.

Results were outstanding, unaided brand awareness actually increased 15%.