Callaway Targeting Casual Player In Marketing For Top-Flite

Callaway Tripling Marketing Budget Of Top-Flite Brand

Callaway Golf, which acquired the Top-Flite golf ball brand in ’03, has “redesigned the ball and tripled its marketing budget,” while targeting “causal players rather than those trying to refine their games,” according to Brian Steinberg of the WALL STREET JOURNAL. Callaway Golf President & CEO George Fellows said a new ad campaign will position Top-Flite for “guys that like to go for the one great shot, like to lord it over their buddy when they get back into the locker room, that are in this game for fun.” Steinberg notes TV ads featuring ESPN’s Kenny Mayne will begin running in March on Golf Channel and ESPN that “show regular guys on regular courses in various ‘go for it’ moments.” The company said that Top-Flite “doesn’t have endorsements from golf celebrities, because the brand identifies with the regular guy.” As recently as ’00, Top-Flite “accounted for about 25% of golf-ball sales in pro shops and golf-specialty stores,” but it now accounts for around 7% (WALL STREET JOURNAL, 2/20).

FOOTJOY: FootJoy’s SignBoy is back in new TV ads with golfers Camillo Villegas, Adam Scott and Davis Love III. The spots via Arnold, Boston, will run “year-long on Golf Channel and network tour telecasts.” FootJoy also launched an online sweepstakes through March 15 where fans can “view the spots, provide feedback and enter to win ReelFit and Classics Tour golf shoes” (BRANDWEEK, 2/19 issue).