Le saviez-vous ? Marilyn Monroe et Rapala...

Life Magazine, Marilyn Monroe and an article titled 'A Lure That Fish Can't
Pass Up,' marked the beginning of Rapala's success

MINNETONKA, Minn., July 15 /PRNewswire/ -- Rapala(R) inducted Marilyn
Monroe into its Hall of Fame for the impact she had on its business. The
Rapala Hall of Fame showcases influential people who assisted the company in
becoming the world's largest manufacturer of fishing tackle. Most people
probably see no connection between Rapala Lures and Marilyn Monroe. However,
for those familiar with the August 1962 issue of Life magazine, the
relationship is clear.
In August of 1962 America mourned the death of Marilyn Monroe. The August
cover of Life magazine bore a picture of her and featured a pictorial history
of her life. In this same magazine was an article titled, "A Lure Fish Can't
Pass Up," showcasing Lauri Rapala's original floating lure. This edition broke
all circulation records and became the biggest-selling issue of all time.
"The article about Rapala lures in the 1962 issue of Life magazine created
an unforeseeable chain of events for our company," said Tom Mackin, president
of Rapala USA. "Marilyn Monroe's presence in that issue should definitely be
credited for dramatically launching the Rapala brand."
Little did Life magazine know that while remembering one of America's film
icons, they would also be responsible for the birth of a fishing icon -- the
Rapala lure. The small U.S. distribution company felt the impact of the
article immediately.
"Rapala wobblers were starting to catch on," recalls Ron Weber, co-founder
of Rapala USA. "It was like pouring gasoline on a campfire, we were
overwhelmed with requests for Rapala lures. In no time at all we had orders
for about three million pieces."
The two-person U.S. company began receiving three or more bags of mail a
day, some of which contained cash begging for as many lures as it could buy.
However, the small company couldn't handle the requests and nearly went
bankrupt returning the money.
Marilyn Monroe's celebrity status coupled with the Life magazine article
began a new mayhem in the angling industry. During this unexpected boom,
Rapala built a reputation in quality and service and fully committed itself to
the American market. Today, Rapala lures are sold in 140 countries and are
responsible for more world-record catches than any other lure.
About Rapala
Dedicated to delivering memorable fishing experiences every time, the
Rapala Group, based in Vaaksy, Finland (Helsinki Stock Exchange: RAP1V),
manufactures and markets fishing lures, fishing line, fishing rods, hooks,
terminal tackle, knives and accessories under the Rapala, VMC, Blue Fox,
Storm, Luhr-Jensen, Terminator and Williamson brand names. The company was
unofficially founded in 1936 when Lauri Rapala invented the Rapala fishing
lure. Rapala maintains its strict standards of quality and craftsmanship while
delivering its fishing products to anglers in more than 130 countries. Please
visit rapala.com.