The Red W Club® (Winchester Ammunition)

One of the most recognizable brands in American history, Winchester is best known as ‘The Gun that Won the West.’ In recent years, rising anti-gun sentiment and declining interest in hunting and shooting have caused Winchester to rethink how it can become more relevant to a new generation of Americans. The Point of Cohesion: build a nationwide organization of Winchester’s strongest advocates and give them the tools to champion the brand to new audiences. In generations past, the ‘Red W’ was the retail symbol for Winchester—and indeed, for the notion of Americana itself. Cohesion leveraged the rich history of the Red W trademark and built The Red W Club® around it: a family of 30,000 brand champions and growing.