Brunswick's Experiential Marketing Earns CES Recognition

Event summary

  • Brunswick Corporation received a Gold BOSS Award at CES 2026, ranking fourth in experiential exhibits.
  • The BOSS Awards recognize exhibits that prioritize immersive, narrative-driven brand experiences.
  • Brunswick's exhibit featured on-water immersion, interactive simulators, and video storytelling to showcase marine innovation.
  • New products unveiled included the Sea Ray SLX 360 (Mercury Marine engines, Simrad displays) and the Fliteboard RACE model.
  • Brunswick has won over 100 awards across the enterprise for the fourth consecutive year.

The big picture

Brunswick's recognition at CES highlights a broader trend of companies investing in immersive brand experiences to cut through marketing clutter and engage consumers. This strategy is particularly relevant in the marine industry, where experiential demonstrations can effectively showcase complex technologies and build emotional connections with potential buyers. Brunswick's $1.5 billion revenue in 2025 demonstrates the scale of the business, and this award suggests a deliberate effort to reinforce its market leadership through innovative marketing.

What we're watching

Marketing ROI
The effectiveness of experiential marketing investments like this award-winning exhibit will be crucial for Brunswick as it seeks to differentiate itself in a competitive market and justify the associated costs.
Product Integration
How Brunswick continues to integrate its various brands (Sea Ray, Mercury, Simrad, Fliteboard) will determine the success of future product launches and the overall synergy within the corporation.
Consumer Adoption
The pace at which consumers adopt Brunswick's technology-enabled boating experiences, including electrification and autonomy, will dictate the long-term growth trajectory of its marine recreation business.