|WORK / PELICAN PRODUCTS||UNITEDDSN.COM|
For 40 years Pelican has been recognized as the industry standard in protection. No matter what the challenge, Pelican is protection.
Despite a superior product offering and a consumer-focused range that already included photography equipment cases, phone and tablet protection, coolers, luggage and lighting, Pelican found itself being drowned out by more aggressive, competitive brands.
To achieve this, United created a new brand voice, attitude, and positioning that elevates Pelican in the eyes of the consumer. Speaking with authority to the engineering innovation and product quality that sets Pelican products apart. United evolved the company's simple "manufacturing" story to a more engaging aspirational lifestyle message.
The new brand program United developed has helped Pelican gain representation in new retailer channels and has created greater consumer awareness of the brand.