Spurred by an explosion of the sport in the late 2000s, wake boat manufacturers Supra and Moomba were ready for a change. Their parent company, Skier’s Choice, expanded production, invested in a streamlined manufacturing process and was laser-focused on building the right boat to satisfy the unique and growing wake sports crowd.
What Supra and Moomba didn’t have was a definite direction moving forward with their brands. They were struggling to differentiate themselves in the niche industry and neither had a strong brand identity. Because the product and positioning couldn’t be easily articulated, both brands were essentially talking to the same audience. We were therefore challenged with crafting ownable identities for both Supra and Moomba that resonated with their respective customers.
Moomba was founded 25 years ago on the idea of bringing the expensive tow boat experience to the masses. As the industry trend moved from waterskiing to wakeboarding to surfing, Moomba saw the opportunity to connect with a segment of the wake sports crowd that was all about a fun, relaxed experience on the water. The result is a brand that sells a next-level fun experience and peace of mind over features and benefits.
Since their founding in 1981, Supra has focused on providing the most innovative, highest quality tow boats to its uncompromising customers. To help Supra fully realize its promise, we reframed their positioning so it would connect with wake sports enthusiasts at the highest level who were focused on precision, performance and luxury.
After solidifying each brand’s unique identity, we helped Supra and Moomba with a complete overhaul of their marketing collateral, positioning and messaging to better communicate the new direction of each.