Bomber Saltwater Grade is an entirely new breed of hardbaits developed by a legendary name in the category, Bomber. Until this point, “specialty” saltwater hardbaits were essentially freshwater models with stainless hooks. Built with the same material used for bulletproof glass and a host of near-bulletproof components, Bomber Saltwater Grade baits were the most rugged fishing weapons to ever hit shelves.
At launch, Saltwater Grade baits would have the benefit of significant Bomber brand equity, but this was a new category for the brand. Using market research and the passion for saltwater fishing that broods within our walls, we developed a communications strategy for every aspect of the launch. Tagline, web, direct mail, catalog, print and TV all hit the world of saltwater fishing with an impact that lived up to the positioning line “Engineered to the Next Power.”
Hell
“What’s good for my soul, is hell on everything else,” especially when your spirit craves a crash course with Mother Ocean’s most fierce predators. To withstand the abuse, Bomber Saltwater Grade baits are Engineered to the Next Power. This :30 TV spot was part of our launch of the world’s strongest hardbaits and speaks to man’s primal need to go toe to toe with fish the size of sedans.
Bombersaltwatergrade.com
What do fishermen want? No agency is more qualified to answer that question than Brothers & Co., and we put our in-depth experience and market knowledge to work in this interactive saltwater fishing experience offering an in-depth look at the technology that makes Bomber Saltwater Grade baits a cut above, plus species profiles and solutions to finding the right bait for the specific application.
Engineered to the Next Power
With visuals that capture the heart of the saltwater fishing experience, plus specific data to back up the baits’ technological superiority, this smash-mouth print campaign makes an emotional connection and gives consumers a reason to believe.
2008 Mini Catalog
Developed so that, with one look, consumers and dealers will know Bomber Saltwater Grade baits are a superior breed built to withstand the rigors of the ocean and its baddest inhabitants.
