Raymarine—a legacy brand in marine electronics—needed to do more than compete; they needed to dominate the saltwater fishing space. The category was cluttered with feel-good imagery: sunny days, smiling anglers, and calm seas. But real fishermen? They earn their reputation when conditions are anything but calm.
Unruled identified the gap: authenticity. We saw an opportunity to reposition Raymarine from a utility brand into a badge of honor for the hardcore angler. Because when the weather turns, and the waves rise, only the bold go out—and they do it with Raymarine at the helm.
The “Earn Your Strikes” campaign just hit the water—but early signals are already pointing to major impact. Initial response has been overwhelmingly positive, with high engagement across social media and strong buzz from the ICAST launch. Raymarine’s gritty, no-nonsense positioning is cutting through the noise, especially with hardcore anglers who see themselves in the campaign’s raw authenticity. Lead gen participation is ramping up fast, and media placements are driving a noticeable uptick in brand visibility. As performance data continues to roll in, one thing is clear: Raymarine has officially reentered the conversation—not as a brand for fair-weather fishermen, but as the gold standard when conditions turn brutal.
