In 2019, Zebco stopped talking to just old guys in plaid shirts and redefined fishing as an enjoyable pastime for younger generations. The recreational fishing equipment company ultimately redesigned its logo, full identity, packaging, and products. As a result, according to a Forbes article, margins improved more than 10 percent, which was the largest annual growth the company experienced in more than 15 years. Brand awareness also increased between 20 and 30 percent.
The following three articles explain how Zebco turned its johnboat around, and quickly.
https://www.wsj.com/articles/does-fishing-have-a-future-11565884663