Normark Corporation: Custom Lures campaign

Judson Knight

Based in Minnetonka, Minnesota, Normark Corporation was the exclusive U.S. distributor for Rapala, a Finnish-made fishing lure that was the leader in its market segment.

Normark Corporation: Custom Lures campaign

Judson Knight

OVERVIEW

Based in Minnetonka, Minnesota, Normark Corporation was the exclusive U.S. distributor for Rapala, a Finnish-made fishing lure that was the leader in its market segment. Normark had long worked with Carmichael Lynch, a Minneapolis-based advertising agency noted for its many accounts with makers and distributors of sports-related merchandise. Over the years Carmichael Lynch turned out a number of significant print and television ads for Normark, but the company's 1998 advertising was much more limited. By far the most prominent piece was a small—but highly effective—ad that ran in World Traveler,...

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