Gulp! Alive! Oval Bucket | Eastman Innovation Lab

Gulp! Alive! Oval Bucket

Design flexibility with Eastman’s Eastar™ copolyester



Pure Fishing


Pure Fishing’s Gulp! Alive! Oval Bucket was an enhancement on their second generation bait bucket, providing more space for larger, longer baits. Gulp! was initially launched in zip-lock, resealable bags, and Gulp! Alive! was rolled out in 2007, packaged in a round polypropylene bucket with a metal handle.


Pure Fishing was looking to advance the aesthetics and performance of their original the bucket with a new oval-shaped design that would accommodate larger baits. “People love the clarity and the look of the bait in the bucket,” explained Ron Kliegl, marketing and new products director for Pure Fishing. The new product needed to remain crystal clear and include the Berkley Gulp! Alive! logo embossed on two sides. Additionally, it needed to achieve the same top-to-bottom strength as the round buckets. “An average size person can stand on them,” Kliegl noted.


The Oval Bucket design took full advantage of the superb clarity, durability, and design flexibility of Eastman’s Eastar™ copolyester to vividly display the colors, shapes, and natural movements of 17 different baits in the Gulp! Alive! formula.


The oval design enabled a wider product offering, including new shapes with finer, natural appendages such as the six-inch lizard and the award-winning Crazy Leg Jerk Shad.  “[Previously] our maximum was three-to-four inches in length,” explained Kliegl. “Now, we’re able to go up to eight inches.” For the angler, the added space means fewer kinks and bends in the baits, making them easier to rig. The container’s wide-mouth opening makes the bait easier to access and remove. And the wide footprint prevents tipping and spilling in the boat and allows for easier stacking in storage.