MINNEAPOLIS (January 30, 2014) – The Zebco 33 fishing reel is something of an American icon. Since 1954, it has brought the joy of fishing to more families than any other reel (over 80 million sold). The world’s first spincast reel, its ingeniously simple design allows anyone to cast like a pro with the push of a button. It was even featured in the movie “Walk The Line” as Johnny Cash’s favorite reel.
To tout the totally redesigned Zebco 33, marketing agency Gabriel deGrood Bendt (GdB) strived to go beyond typical “new and improved” messaging and tap into the emotional connections between the brand and consumers. Namely, parents looking to make the most of time spent with their kids.
In the spot, a father shares his feelings with his son as they watch their bobbers from the edge of a dock: “Hey Josh, I don’t say this often enough, but…” But the father is thinking, not saying. The son’s smile says he understands. “When you take them fishing with America’s favorite reel, it says a lot,” concludes the announcer.
“The 33 has literally taught generations of Americans how to fish. So there are a lot of fond memories and associations wrapped up in the brand that we felt needed to come through in the campaign,” said Bob Bagby, VP of Marketing at Zebco Brands. “While the campaign is just breaking, early feedback through social media and our trade customers show our messaging is really resonating with our audiences.”
GdB has been proud to partner with Zebco Brands as agency-of-record for over 11 years, a rarity in today’s marketing world.
You can view the Zebco spot here.
About Zebco Brands
For over 60 years, Zebco reels have helped more families enjoy the joys of fishing than any other reel. Based in Tulsa, Oklahoma, Zebco Brands markets a variety of fishing and hunting gear, including Zebco, Quantum, Rhino and Fin-Nor rods and reels along with Badlands hunting packs. www.zebcobrands.com
About Gabriel deGrood Bendt
GdB is an independently owned, Minneapolis-based marketing services agency, offering expertise in brand strategy and communications – including advertising, interactive, public relations and stuff not invented yet. The agency is a two-time winner of the American Association of Advertising Agencies’ O’Toole Award. For more information on the agency please visit: www.gdbagency.com