Fusion19 hooks blend Japanese craftsmanship with advanced polymer coatings to provide superior strength, sharpness, and penetration compared to competitors. The hooks are targeted towards bass anglers and come in various styles. Lab tests show Fusion19 hooks require less force for penetration and are stronger than leading brands. Berkley will promote Fusion19 hooks through sampling, print ads, digital videos, and sponsoring pro anglers. The marketing push in 2015 will introduce the hooks, with additional support in 2016 through publications, websites, and retailer merchandising.

2. Fun Facts about Hooks
• The world's oldest fish hook has been unearthed at a
site in East Timor, alongside evidence that modern
humans were catching fish from the open ocean as far
back as 42,000 years ago.
• Forbes Magazine named the fish hook as the 19th most
important tools of all time, based on its impact on
civilization.
• Fall, 2015 – Berkley® applies its science, innovation
and fishing knowledge in the introduction of Fusion19™
fish hooks!

3. Bass Market
• 10.62 Million freshwater bass anglers
• On avg. each angler fishes 16 days per year
– That’s 170 Million days of bass fishing!
• Bass anglers spend $5.9 billion annually
– Lures: $296 million
– Rods and Reels: $428 million
– Line: $88 million
Source: Fishing Tackle Retailer, April 2015 Issue

4. Fusion19 Hooks
• Fusion19 Hooks blend the rich Japanese history and
wisdom of making superior swords and knives with a
technologically advanced polymer coating.
• Fusion19 = unparalleled strength and sharpness +
Slickset™ coating. Providing:
– Better Hook Penetration with less force
– Stronger than competition
– Extremely sharp: hooks stay sharper, longer
• Front of every package provides soft-bait
recommendations
• Targeted to bass anglers of all skill levels

5. Hook Penetration Test
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5/0 4/0 3/0 2/0 1/0
AverageForcetoPenetrate(lbs)
Hook Penetrability
Fusion
Gamakatsu
Trokar
Fusion19 hooks faster – less force required
Source: 2014 Pure Fishing Lab Data

6. Strength Test
0
5
10
15
20
25
30
35
40
45
4/0 2/0
Fusion19
Gamakatsu
Fusion19 hooks are stronger than leading competitor
Source: 2014 Pure Fishing Lab Data

7. Point Deflection Test
Test Definition : This test was
designed to determine the
durability/design of Fusion 19 hook
points compared to top competitors
in the market. 5 - 4/0 EWG hooks
from each brands we tested head to
head on a tensile testing machine.
The hooks were secured by a line
tied through the eyelet. Each hook
then had 5 lbs of force exerted
against an aluminum plate
perpendicular to the hook point at
a constant rate. This then causes
the hook to "deflect" or become
deformed affectively reducing its
hook setting ability (the more
deflection the worse the hook set).
Fusion19 hooks stay sharper longer!
Source: 2014 Pure Fishing Lab Data

8. Fusion19 Hooks Family
Description SKU Wholesale Retail Price
EWG 6 $2.12 $3.99
Superline EWG 6 $2.12 $3.99
Weedless WG 4 $3.20 $5.99
Offset Worm 5 $2.12 $3.99
Heavy Cover 4 $3.20 $5.99
Drop Shot 6 $2.12 $3.99
Weighted EWG 5 $3.20 $5.99
Swim Bait 5 $2.12 $3.99
Weighted Swim Bait 5 $3.20 $5.99
EWG Superline
EWG
Weedless
EWG
Offset
Worm
Heavy
Cover
Drop
Shot
Weighted
EWG
Swimbait Weighted
Swimbait

9. Packaging
Resealable Packaging
Bait Recommendations

10. Packaging
Features “Button” to identify
key bait attributes
1. Depth
2. Buoyancy
3. Color
4. Weight
5. Rattle vs. Silent
6. Length
The line-up does NOT
have a sub-series
Each shape has a color
coded name to differentiate
and make shopping easier
Includes Pro Tips
specific to each body
style and size
Co-Promotes Fusion19
Hooks

11. MARKETING SUPPORT

12. Key Launches
• Hard Baits
•Slickset™ coating: Provides faster hook
sets which means hooks penetrate easier
and with less force
•High Carbon Steel: Provide strength and
sharpness
•Ability to cross-merchandise with other
Berkley products (Line / Bait)
2016
• Hooks
• Sampling
• Print
• Pros
National Marketing Support
• Digital Media
•Longer casting ability
•Designed by David Fritts
•Custom paint look/feel without
custom bait price
•Utilize Fusion19 hooks

13. Critical Dates
2015
• July
• Industry launch of
hooks and hard baits
at ICAST
• October
• Writer’s Summit
2016
• January
• Pro Summit
• February
• BMC
• Campaign- Fishing
Evolved
• October
• Fantasy Fishing Camp
In-store
Retailer Marketing Support
2016

14. Marketing Summary
2015 – Launch Year
• Sampling
– 600+ Hard bait kits
– 600+ Hook kits
• Press
– ICAST Luncheon
– Hard bait writers summit
2016 – Product Year
• Print
– 9 Key publications
• Digital
– # of videos released: 20
– Fishing Evolved micro site
– Digital media advertising
– Fishing Evolved Fantasy Camp
• Pro
– Refreshed Pro pages on website
– Pro Summit
• Sampling
– 40,000+ Hard Baits
– 40,000+ Hooks
• Merchandising
– Seize the store

15. Rigging Video Instructions
• Help both novice and avid
anglers to properly rig
hooks and pair baits with
correct soft plastics
• Can be used in endcap
videos at key retailers
promoting Berkley crank
baits and new hook line