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ABU Worldwide Advertizing
Links to a new section of advertizing pages
South America )
Please advise if you have access to ads from
Len Borgstom has kindly supplied this old
image showing Tony Perrin's (UK ABU Boss) advertizing agent in the
60's displaying the full page ads for Ambassadeur!
Wayne, I got this picture from
Tony Perrin. It shows a picture
of our English advertising
agent. He is showing a full page Ambassadeur ad. This was sometimes in the 60th.
It is still very good concept – in line with the Rolex concept that I have
preached for a long time. AMBASSADEUR - YOUR EXCELLENCY! It says it all.
Please forgive my
Have a Merry Christmas and a
great New Ambassadeur Year!
began as a watch making firm in Sweden so long ago, the build quality of
its fishing equipment saw it sold right around the world!
I have amassed a large number of advertizements
(such as these below) linked elsewhere on this site but the most numerous
and in colour have
to be the ABU
Garcia USA (being the biggest market) advertizements (see Text links above) which are so interesting , so attractive,
even a non fisherman would stop to read the details and be encouraged to
purchase based on the details provided.
ABU also saw the need to educate its dealers regarding up-coming/newly
released equipment, like this 1976 publication below.
These booklets (6 in the complete set) are also Swedish dealer instructional
pamphlets which I now own.
Naturally, as throughout this website, I
asked my friend Len Borgstrom, calling upon him for 1st person, accurate recollection
of facts. In response to my probing questions he always happily responds to
share insights that are not necessarily document elsewhere.
was one of our first export countries outside Scandinavia. Robert Winquist was the export
manager for the Swedish company Husqvarna. In those days Husqvarna made hunting
guns. He gave us the names of their agents in several countries. South Africa
was one of these. The name of the Husqvarna agent there was Cyril Caro & Co. The
founder, Cyril Caro, visited the Husqvarna factory in Sweden and Mr. Winquist
took Mr. Caro to the Morrum river to fish for salmon. This was in the early
1950s. A few years later when Cyril’s son, Tony, had taken over the leadership
of the company, he came to
Sweden and we became very good
personal friends. So much so, that when Annika and I got married he came all the way to
for our wedding.
I think it must have been in the early 1960s when my father and I went to
for an exhibition, where we had a rather nice booth showing our fishing tackle.
At that time it was still not possible to do any regular export of fishing
tackle to Russia.
All sales were based on us buying something from them in return. I have many
funny memories from that show.
As fishermen in Russia
were very interested in buying everything we had on display, we tried to find a
way to get permission to leave all of our show products there. Our communist
translator took us to the head Customs Office in Leningrad to help us get
permission to do that. We got there at 9 o’clock in the morning and the first
thing the head of Customs did was to bring out large glasses of vodka. My father
and I had to drink two large shots of vodka together with him before we even
started to negotiate. It ended up with us getting permission to leave
Take care! Len
Almost at the same time as I received
this info re ABU's venture into Africa from Len, I received info to say that
I would soon be receiving some supporting historical images also from Gary
Moran in Africa.
"I don't know if you made contact with Cyril Caro Agencies?. Cyril Caro used
to bring in Abu products from around the mid Seventies, Cyril has passed away
and the company is currently being run by his son Simon. They are no
longer the Abu agents, Eezee Gold took this agency over around the mid Nineties,
as it was under the umbrella of Pure Fishing. As of last week the agency has
once again changed hands. If you can bear with me I will send you a number of
Abu adverts dating back from around 1955. I have a collection of fishing
It seems everyone wants to help! Look for a South African page now and some
efforts to get the South American page rolling.
USA : The
largest Market for ABU
Initially in the 40's , it was
local sales that were the main concern for the Swedish ABU company, but avid fishermen around the globe,
soon realized the quality of its products.
ABU management travelled overseas to
promote its wares in the USA initially (to Garcia and eventually Zebco) , and soon began advertizing
in USA, Europe, as well as Australia (even before they had stitched up a
distributor here). If anyone knows more of the Asian, African and South American marketing
regimes , please advise me.
ABU management not only sold its wares
but established networks/relationships with 3rd party companies like Heddon,
Burke, Pfleuger, Zangi etc who were soon in commercial relationship with
It is amazing that their quality
equipment was sufficiently well thought of and bought behind the Iron
Curtain counties as well as Scandinavian and English speaking countries. .
There are a multitude of reasons why this
company was so successful, but I think high visibility in the market-place
must surely be attributed to its English language translation of the Catalogs
containing so much more than mere fishing equipment. Along with the
English versions, the catalogs appeared in a dozen or more languages and
more detail is available here.
Even an Austrian Fishing tackle company
Kossler produced it own catlogs, largely devoted to ABU.
ABU mainly were advertized in the print
media, of monthly, yearly fishing magazines for many decades but eventually
they hit a critical mass whereupon fans/collectors (like myself) use new age
media to promote the glories of ABU. Even after (the original Borgstrom
family ownership) the huge number of company management transitions
culminating in the present Pure Fishing conglomerate ownership, we see
Television advertizements, company websites, DVD production. I am unsure if
radio was ever utilized to promote the product.
if you have any further knowledge on this matter to share.