- Outdoor Recreation
- DeliverablesAdvertising, Brand Health, Endemic Media, Mobile, Personality, Positioning, Product Launch, Social Media, Websites
How Two Product Launches Became One to Remember
After a long hibernation, the ice fishing category is warming up, with new anglers entering the sport every season. Taking note, Humminbird brought not one — but two — major fish-finding innovations to market in the same model year with its MEGA 360 and MEGA Live Ice Bundles. To celebrate their arrival and tap into many ice anglers' second-favorite pastime, we developed an integrated campaign worthy of raising a glass.
Bringing the Heat
Launching two innovative products with a single print ad could’ve been a recipe for watered-down creative. By distilling our message down to a simple hook, we not only made it work — we made it memorable.
![Humminbird ICE print ad with bundle example](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fhumminbrd-ice-print-1237x1620.jpg&w=3840&q=75)
Cheers to Clever Thinking
The “Make it a Double” line quickly caught fire, prompting our team to design a limited run of custom-labeled whiskey bottles as gifts for VIPs.
![Front of the Humminbird ICE branded bottle](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fhumminbrd-ice-bottle1-507x900_0.jpg&w=3840&q=75)
![Back of the Humminbird ICE branded bottle](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fhumminbrd-ice-bottle2-507x900_0.jpg&w=3840&q=75)
Doubling Down on Innovation
Digital ads hammered home the absolute clarity of MEGA Imaging.
![Humminbird Mega ICE digital ad example](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fdigital-ads%2Fhumminbrd-ice-digital-300x600.jpg&w=3840&q=75)
A Cool Approach to Content
Online traffic was sent to the campaign landing page with deep dives into both products.
Going Straight to the Point
Taking a more evergreen approach, our point of sale display put the actual product front and center, drilling down to the core features and benefits of each bundle.
![Humminbird ICE Point of Sale System](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fhumminbrd-ice-pos-1000x850.jpg&w=3840&q=75)