At Dupree, we think good branding depends on an excellent knowledge of the target audience. We get involved with brand development for clients whose customers enjoy various aspects of the outdoor life.
Daiwa Sports is the world's largest fishing tackle manufacturer.
The Daiwa challenge
Over the past 10 years we have established a close working relationship with Daiwa Sports and developed an in-depth understanding of its products and target audiences. In 2007, however, Daiwa highlighted the opportunity for gaining market share from smaller, niche companies that specialised in different fishing disciplines. Another brand challenge for Dupree Creative!
The Dupree difference
At Dupree, we combined our experience of Daiwa and its specialist fishing customers with our all-round, full service agency expertise to reposition Daiwa Sports as 'the world's biggest specialist' - challenging the small specialist manufacturers on the basis of scale, with the underlying suggestion that size means everything. Whether through advertising, website, catalogues, POS, shopfitting, video or viral, we were able to promote this single-minded message clearly and effectively.
The results of our partnership
Reinforcing the Daiwa USP as the world’s largest angling manufacturer, we were able to highlight and emphasise the fact that Daiwa’s size, status, resource capacity, facilities and world champion design consultants enabled it to be a specialist in each and every discipline of angling. This has elevated the brand and enabled it to target specific markets with positive results.
"Dupree Creative has played a significant part in increasing our market share, in a difficult market. In the last 5 years alone our turnover has risen by over 31%"
Robin Morley, Sales Director