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Welcome to Woo
There's only one word to describe a 12% increase.
Berkley Fishing was a leading seller of artificial fishing baits and accessories. However brand awareness was evenly spilt among several brands, including many that had much smaller market share. In order to leverage their leadership position, Berkley needed to find a way to associate their name with the emotion of catching fish.
Moroch wanted to create a battle cry for Berkley that would be adopted and recognized by freshwater fishermen everywhere. We studied hours of tapes of all ages of fishermen looking for something that captured the adrenaline rush that anglers experience. We narrowed in on themoment when the hook is set and the battle begins. In literally hundreds ofinstances the fishermen shouted out one syllable, “Woo!” The idea was born to make Berkley “The Official Equipment Provider of Woo!”
After seeding fishing shows and tournamentswith commercials that positioned Berkley as “the official equipment provider of Woo!” it didn’t take long before all Berkley pros could be seen holding up their prize winning catches and shouting out “woo!” The trend caught on with consumers as well with Berkley enjoying increased brand awareness and sales. As the rest of the category saw declines, Berkley enjoyed a 12% increase. Woo!