Rapala
Rapala has created a 40-year relationship with fishermen by creating lures that catch more and bigger fish, showing fishermen how it’s done and marketing with a twinkle in the eye that makes them the brand with whom you’d most like to fish. Rapala came to Pocket Hercules to uphold the brand’s character, with new and imaginative ways to engage the fishing enthusiast and to pull casual fishing people toward the brand. The result is work that reinforces the core and let’s others listen in too, sharing in the joy of fishing with the world’s number one lure. Rapala sales grew by 7% in 2009, in a year when most fishing companies were faced with strong losses.
Rapala anglers are a special breed. They're serious anglers. They use serious fishing lures. In fact, Rapala lures have been recognized by the International Game Fish Association (IGFA) for being the brand of lure responsible for more world record fish than any other lure. At the same time though, Rapala anglers relish the fun and joy of fishing. They're not that serious. To capture the spirit of the Rapala angler, Rapala turned to Pocket Hercules to rework its monthly e-newsletter, the E-Rap, to inject a greater sense of fun, more interesting topics and more intriguing subject lines with the objective of increasing open rates and click-throughs, and drive more pass-alongs to other avid anglers worldwide.
