Nosler BT Ammo

Made for Whitetail

In 2019 Nosler was preparing to reposition their Ballistic Tip (BT) ammunition designed specifically for whitetail deer. They have a respected legacy among big game hunters; however, many eastern whitetail hunters are not accustomed to using Nosler ammo for their hunting needs. The Swanson Russell team and I were tasked with relaunching this product and building a platform for whitetail hunting in America using BT ammo.

Being a whitetail hunter myself, I was thrilled to be a part of this and offer my insights. The majority of whitetail hunters aren’t competition shooters or professional hunters. They are regular people, who live for whitetail hunting and the traditions they’ve built around it.

We used one of the biggest traditions in whitetail culture — the hometown meat processor — to feature the BT ammo messaging. Not only does meat processing directly relate to whitetail hunters and BT ammo, it also presents unique visual opportunities to stand out within a sea of sameness. The resulting campaign showcased the advantages of Nosler BT Ammo through unique print ads (shown below) and digital promotions.