Decision for the
In any business, it would seem foolish to abandon a brand with a proud
heritage, a great reputation and enviable loyalty from resellers and end
users. Why walk away from a brand when the hard work of building it had
That was our tough decision for 1999.
Downunder Lures was a well known brand in our industry and identified
so well with what we stood for. The Australian fishing scene is world
famous and here was product designed and developed in that great proving
ground. So strong was the brand that many keen anglers referred to our
lures as Downunders rather than by their specific model names.
"What did you catch it on?"......."A Downunder."
fix it if it wasn't broke?
Because we couldn't own the brand. In Australia there are dozens
of companies that are Downunder something or other. It's not possible
to trademark such a generic or geographically based name. Australia owns
it - and fair enough! We needed a handle to claim as our own intellectual
property, and one which would not impose limits on where we could take
We also needed a name which evoked quality, the spirit of sports fishing,
and would stand for something that committed anglers everywhere could
We scrabbled up literally hundreds of words and finally chose Predatek.
We go forward under this banner which, in time, will stand for more than
just great fishing lures.
logo? A predatory fish in the act of striking a lure the quintessential
moment of truth in sports fishing.
What kind of fish? It could be any of a dozen or more species that fire
the imagination of anglers around the world.
Whatever your fishing religion, the logo is a symbol of Predatek's
commitment to Maximum Efishency®.
are trademarks of Downunder Lures Pty Ltd
(ABN 64 050 040 189)
"In January 2000,
Downunder Lures Pty Ltd re-branded its product line as Predatek®. At the
same time the company launched the general purpose 85mm Spoonbill lure featuring
enduroShok bib technology"