The Caledonian Cartridge Company was bought by Eley Hawk in 2011. Following a merger we were asked to review the market position of the brand and refresh it to more effectively reflect its Scottish heritage.
We reviewed the Caledonian Cartridge Company products and the audiences buying them to formulate a sound brand strategy with which to re-launch the brand. Our aim was to more firmly establish Caledonian Cartridges in the minds of both the game and clay shooting communities and more generally within the shooting industry, emphasising the brand's Scottish heritage. We developed a new website, packaging and advertising campaign.
The updated brand was launched at IWA - the largest European trade fair for sporting goods in March 2012. The UK launch took place the following month. Caledonian Cartridges now appear distinctively different from the crowd, reinforcing the brand's values and qualities in the minds of the consumer.
With a clearer identity and focus we were able to take a more proactive PR stance, with consistent messaging, more effective use of the Brand Ambassadors and a more prominent editorial presence in the specialist shooting titles.