Water Gremlin:
Turning a little icon into a brand with a big personality
Deliverables created
Illustration
Print and digital ads
Brand messaging
Website design
Floor graphics
Social media assets
Point-of-sale materials
Catalogs and sales materials
Packaging design
Brand look and feel
Outdoor advertising
T-shirts and other swag
The Story
Minnesota-based Water Gremlin began making fishing sinkers in 1949 and grew to become one of the leading industry brands. In recent years, however, they’d been losing market share and knew it was time to invest in marketing. They were looking for creative and strategic guidance, and with a modest budget, needed to maximize their marketing ROI.
Water Gremlin hired me along with two other consultants. Together, we formed an ad hoc mini-agency that handled the bulk of the company’s marketing for several years. Water Gremlin had no marketing department, so our small agency team worked closely with the President and National Sales Manager to revitalize the brand, increase engagement, and give them a stronger market presence.
Water Gremlin had several things going for it: a great product, positive brand equity, and a cute little mascot. But the brand was old-fashioned and no longer top of mind. The company needed to let people know they were alive and well and refresh their brand to appeal to a modern audience.
After researching the brand and its target audience, we turned the gremlin character into the company spokesperson, giving him a slightly-snarky, irreverent personality. The result was a fresh, fun, and memorable new brand that appealed to customers of all ages and stood out from the competition.
After getting buy-in on the new brand look and voice, we applied it to a long list of marketing materials, including a redesigned website and packaging, print and digital ad campaigns, in-store signage, and more.
With an engaging new brand and marketing materials, the sales team had the tools to expand into new stores and markets. After years of stagnant growth, Water Gremlin’s fresh look and personality took its marketing to a new level, connecting with its audience and supporting its sales goals.