New Federal ammo designations

[SteelyDan]

I went to the local "everything a guy could want" store (Mills Fleet Farm) on Sunday, and, more out of habit than necessity, picked up some ammo. To my surprise, the traditional Federal offerings (Premium, Classic, etc.) were no longer available. Instead, the packaging is entirely different and the rounds are now labelled with names like "Ultra Shok," "Vital Shok," "Power Shok," and "Speed Shok." This was true for the buckshot as well as the rifle cartridges. I checked out Federal's website tonight, and sure enough, that seems to be how they're labelling things now.

Seems like they're still using the word "Premium" (in conjunction with the Shok designation) to describe some of the upper-end rounds, but otherwise I haven't quite figured out the new nomenclature. Anyone figured this out yet?

 

[BluesBear]

Yes, I just received a small shipment of the new 2004 Federal Catalogues today (Monday Feb 09).

Federal has just recently started shipping the new packaging to distributors.

*Premium Handgun Hunting featuring the Cast Core bullets is now called Premium Vital Shok Handgun Hunting
*Premium Hydra Shok is now Premium Personal Defense Handgun
*Premium Personal Defense is now Premium Personal Defense Handgun Low Recoil
*Gold Medal Match is now Premium Gold Medal Match Pistol
*Classic Revolver and Classic Automatic Pistol is now divided up into Champion Target, Power Shok Handgun Hunting and Personal Defense Handgun

 

[Dionysusigma]

Sounds like another case of "Gun-Company Tactical Syndrome."

 

[stevelyn]

What about the Premium and Premium High Energy loads? Have they too been relabeled?

 

[BluesBear]

I forgot to mention that the product numbers and SKUs remain the same as before.

 

[Henry Bowman]

Super Mega Ultra Multi Magnum power Shok

Also known as: so scary you just mention it to a bad guy or deer and they keel over dead from SHOK!

Or: full employment for us trademark lawyers.

 

[Waitone]

A few random thoughts in no particular order

--Wholesale name changes are seldom done without repositioning both the company and its products in the market.

--There will be price adjustments and no, that does not guarantee a price increase.

--Packaging redesign is expensive to plan and implement. It is not done without some other objective in mind.

 

[bogie]

Is any of it painted black?

 

[keyhole]

Maybe some carbon fiber for da skunk?




Get really uber tactical

 

[boing]

Those ding-a-lings, they named everything wrong. The cool factor is in the "Hydra", not the "Shok".

 

[RustyHammer]

A case of

Marketing Shok,

to be followed by ....

Sticker Shok!

 

[ceetee]

What the Shok?

I mean, really... Who gives a Shok? It's been all Shokked up for quite some time now, but nobody will notice until the Shok hits the fan. I'm sure the first time I see the new packaging, it'll be a slight Shok to the system, but otherwise, it'll be just a case of SNASU... (Situation Normal; All Shokked Up.)

 

[Standing Wolf]

Packaging redesign is expensive to plan and implement. It is not done without some other objective in mind.

Speaking strictly as a marketing and advertising guy: the "other objective in mind" is often nothing more substantial than a new junior marketing manager's desire to be misperceived as a mover and shaker.

 

[pax]

I think getting rid of the name "Hydra Shok" is going to be a marketing fiasco. The brand is well-known even among non shooters, and has a pretty good rep. Shame to let go of brand recognition like that. And the new moniker sounds like a generic no-name brand.

pax

 

[seeker_two]

All these new names make my head hurt....:banghead:

Why not just sort them out by which ones make the bigger holes?...

 

[Covey Rise]

You shok it for one very good reason

The tactical wannabe skunk will buy it now.

HAhahhahah

jk

rofl!

 

[BluesBear]

Pax, Federal is still calling the bullet Hydra-Shok.
Only the pictures on the package has changed.
The new packages are, to me at least, much more appealing. They stand out a bit more. Whereas the old packaging was rather bland.


In the old system Hydra-Shok was available in both the Premium Hydra-Shok line as well as the Premium Personal Defense line.

In the new Premium Personal Defense line only Hydra-Shok and EFMJ bullets are used except for the .357Sig.


What was Premium Hydra Shok is now Premium Personal Defense Handgun and is loaded with Hydra-Shok (except for the .357Sig).

What was Premium Personal Defense is now Premium Personal Defense Handgun Low Recoil and is loaded with either Hydra-Shok or EFMJ.

It's all still somewhat confusing even to me, but it is starting to get clearer.
At least they retained the same product numbers.

I haven't received my new LE catalogues yet (they should be here this week) but I hear there's been quite a few changes in those too.

It would appear that ATK is trying to heighten product awareness in both the Federal & Speer/CCI lines. My guess this is in response to the increased competition from companies such as Black Hills, Georgia Arms and Cor-Bon as well as Remington and Winchester.

I found it interesting that Federals Bargain line American Eagle remains virtually untouched. I think they wanted to keep the package recognition on this.

 

[Bruce H]

Welcome to computer game and playstation terms.

 

[pax]

Blues,

Thanks for the clarification.

pax