Brand Tone

Authentic, gritty, legendary, authoritative, and community-oriented.

Brand Values

• •Legacy and Heritage
• •Proven Effectiveness
• •Craftsmanship
• •Dedication and Perseverance

Best Practices

• •Always weave the brand's history and Allan Cole's story into the narrative. Use phrases like "The Original," "The Godfather of Swimbaits," and "The Lure That Started It All" to reinforce your position.
• •Your proof is in the pictures. Every claim should be backed by visual evidence. Instead of saying "our lures work," say "This 17-Pound Brown was caught on an AC Plug" and show the photo.
• •Use authentic, informal, and direct language. Talk about "the big bite," "lunkers," "giants," and the thrill of the hunt. Avoid corporate jargon. The tone should feel like advice from a seasoned fishing buddy.
• •Clearly differentiate the premium, handcrafted lures from the standard production models. Use this to create a sense of exclusivity and direct connection to the founder's craft.
• •Frame the brand not just as a product, but as entry into an elite club of trophy anglers (e.g., BrownBagger Club). Use copy that challenges and inspires serious fishermen to earn their place among the best.

Social Perception

A respected pioneer, seen as premium and expensive, authentically old-school yet potentially dated, and associated with the controversial but authentic figure of Allan Cole.

Copy Examples

• •Before it was a craze, it was a conviction. The AC Plug: Over 40 years of record-breaking fish. The original swimbait is still the best.
• •This isn't just a lure; it's a piece of history, handcrafted by Allan Cole himself. For the angler who doesn't just fish, but hunts for legends. The same design that landed a 63-pound state record can be in your tackle box. Fish with a legacy.
• •The BrownBagger Club isn't for everyone. It's for the dedicated. The relentless. The few who know the feeling of a double-digit brown on the line. This 17-pounder, caught on a 7" AC Original, is what it's all about. Are you in?
• •Stop chasing schoolies. Start hunting monsters.
• •We didn't set out to start a revolution. We just wanted to catch bigger fish. In the 1980s, Allan Cole hand-carved a lure that swam like the trout big bass feast on. The result? The AC Plug—the lure that kicked off the swimbait movement and has been putting giants in the boat ever since.