Pelican was taking on an adventurous challenge: launching the Go and Ruck Personal Utility Cases—two entirely new products—directly to consumers. Known for building the world's most rugged, resilient cases, the brand had traditionally sold exclusively B2B. Facing a saturated market with formidable competition, they needed a platform that would create strong emotional connections while also demonstrating functional benefits.
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Our target audience of active explorers shared a powerful emotional truth: adventure is about losing yourself in the moment, and that only happens when important things are safe. Instead of leading with features or benefits, we focused on the narrative that Pelican's products don't just protect your stuff; they Protect the Adventure by offering the freedom of peace of mind.