Brand Consciousness #3 - Help Every Golfer Become a Better Golfer
Callaway has reinforced its commitment “Our products are created to help all golfers become better golfers” by using professional golfers llike Annika Sorenstam and Phil Mickelson in their advertising.
“Callaway Golf is a tradition of confidence backed by science-based performance. Our promise to golfers everywhere is unwavering commitment to innovation in products that deliver uncompromising results, and Mr. Callaway's name on every product we make is your guarantee. That's better science, better golf and a better game by design.”
They leverage the very inspirational/aspirational images of pro players against the masses of recreational golfers. They strive to help even YOU become a better golfer. Very culturally-related for golf-minded individuals worldwide.
Check out their television commercials at: http://www.callawaygolf.com/en.cg.MediaCenter.TVCommercials.html
3 comments:
within USGA regulations, I assume. I stopped playing golf arounf 1968, Calloway was not a major brand at the time so I have no perspective on the brand. Gotta go learn something! To a current golfer, these ads will be much more relevant.
The idea of using a celebrity to hawk products is obviously nothing new, but idea of having a star "athlete" selling the product with the promise of having the consumer's game improve is really genius.
Case in point: The "Be Like Mike" ads imploring people to drink Gatorade just because Michael Jordan does so.
I still find myself singing the "Be Like Mike" song sometimes...
I liked the design of these ads, by the way. Especially the first two.
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