Yamaha

Photograph of a boat gliding on calm water, early morning or sunset light.

Yamaha WaterCraft 2025 Product Launch

Yamaha WaterCraft produces the most versatile jet powered boats and WaveRunners on the market. Known for its marine engine heritage, fully featured models, and reliability, Yamaha has consistently been in the forefront of how consumers enjoy the water.

The Challenge

The boat and personal watercraft sector has turned into a commodity market. Marine brands are all focused on the same features and benefits but failing to differentiate in the crowded space. What’s more, after experiencing a COVID bump in sales, sales are softening across the industry.

Photograph of a boat gliding on calm water

27ft :30s Product Video

The Approach

Everyone talks about features, specs, engine power - the things you can see and touch and compare. But, what really matters is what a boat or personal watercraft does for a person, how it enhances their experiences, how it makes them feel. By focusing on how our boats and WaveRunners allow people to get the most out of their time on the water, we reinforce why nothing feels like a Yamaha.

As a new marketing partner, we created personas and positioning that informed an integrated campaign concept executed across broadcast and connected TV, social, print, paid, and outdoor.