Golfers everywhere rejoiced this month with the launch of TaylorMade Golf’s newest M1 Driver (for the non-golfers, it’s the big club), a golf club that is top of the line in terms of performance, technology and aesthetic appeal.
Heightening on rumors of a new club circulating around the corners of the golfing community, the company released this 30-second spot,”Expect the Unexpected.” To golfers, the groundskeeper’s smirk tells the story that something “big” is on the way.
The video saw plenty of air-time throughout the FedExCup Playoffs, during which TaylorMade kicked-off the second, and most dramatic, part of its launch campaign: removing the “M” from their name, logo and all professional branding. During the PGA Tour tournament that weekend, TaylorMade professional golfers sported apparel and equipment with the name, “Taylor_Ade.”
This was a well-executed launch campaign that worked through a variety of advertising and marketing mediums to get golfers asking, “What the heck is TaylorMade doing?” Currently debuting on the PGA Tour, the product will soon be available to the public for preorder.
It’s no longer a shock that the golf industry is hurting, but maybe that means it’s time to shed the industry’s “buttoned-up” approach to product promotion. It takes a persistent yet calculated creativity to reach millennials and younger purchasing power groups, and TaylorMade Golf is on the right track. It’s imperative that the company continues to not only better align product releases with consumer demand, but also continue to try creative marketing strategies, just as they did with the M1, to launch new products.
Josh Tammaro
Account Executive
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