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Pelican Public Relations + Integrated Marketing

Poking The Bear : Grizzly Bear Challenge

In 2012, using their advanced technology, Pelican Products, Inc. entered the competitive cooler market, introducing Pelican Elite Coolers to their consumer line of products. The Nonprofit Grizzly & Wolf Discovery Center (GWDC) in West Yellowstone, Montana cooperates with state and federal agencies in the testing of bear-resistant food and garbage storage containers. With full confidence in its coolers, Pelican entered their 70QT Elite Cooler to the bear product testing procedure and invited some notable media to observe. Pelican not only passed the test to earn the official “bear-resistant” certification, they were the last cooler standing.

The product was placed in the bear habitat and baited with enticing human foods like salmon. The bears are given 60 minutes to try to break into the container, and after 60 minutes the item is considered officially “tested”. If the bears are unable to get inside the container or get food from it, the container passes as “bear-resistant” and receives certification from the Interagency Grizzly Bear Committee (IGBC). Pelican is now able to utilize this certification and legitimately declare themselves as leaders of quality in the industry. After earning the IGBC “bear-resistant” certification, 48 West leveraged the video of the Pelican cooler undergoing the 60 minute bear test to pitch to national media. Sometimes you have to poke the bear…

  • Market Research
  • National Public Relations
  • Outdoor Retailer Tradeshow Marketing
“Bottom Line - Each company claims its product is bear-resistant only if used with a bolt or lock. We held the tests again with a padlock, and Ondar got bored with all three. Well-played, cooler companies. Without locks, the Pelican was the only match for our furry friend. So, for all-around bear resistance at a discount, get the Pelican.” - Popular Mechanics
New Standard in Safety: 9455 Remote Area Lighting Launch
Pelican Products, Inc. is the global leader in the design and manufacture of high-performance protective cases, temperature controlled packaging solutions, advanced portable lighting systems and rugged gear for professionals. Pelican’s products are used in some of the most demanding environments including fire safety, law enforcement, defense/military, aerospace, entertainment and industrial. As Pelican's Public Relations Agency of Record, 48 West Agency designed and facilitated a campaign to launch the Pelican 9455 Remote Area Lighting System (RALS), the world’s first Class I Division 1, ATEX Zone 0 and IECEx ia safety certified remote area light. The campaign was designed to deliver the message: the impressive safety certification was the first of its kind and supports a “new standard in safety” for the greatest demand in safety-certified lighting.
  • Market Research
  • Public Relations
  • Influencer Marketing
  • Winner 2018 American Marketing Association Spectrum Awards Best of Integrated Marketing Campaign Category.
  • Finalist 2018 American Marketing Association Spectrum Awards New Product Category.
  • 2017 Pro Tool Innovation Award award in Lighting-Portable Work Lights. The awards were promoted on the ProTool website and websites of over a dozen media partners websites as well as their Facebook, Twitter, and LinkedIn social media outlets.
  • The award was mentioned in targeted industrial outlets like Officer.comIndustrial Equipment News and Police in later 2017.
  • National Media Coverage
  • PR Coverage Views: 260K
  • Online Readership: 362 Million
  • Average Domain Authority: 62
  • Links from Coverage: 29
  • Social Shares (Google+, Facebook, Twitter, LinkedIn): 1674
  • Video views: 42,245

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