Callaway Looks To Regain Swagger In Brand Push

After losing money and market share in some categories last year, Callaway is shifting its ad focus from products to brand image in the first work from WPP Group's Young & Rubicam, which won the $40 million business in a review last summer.A seven-spot campaign for the No. 2 golf equipment maker breaks today and rolls out through the pro golf season. In one spot, a voiceover answers the question, "What is better?" as visuals take viewers on a brisk tour of the drawing boards, computer modelers, simulators and robotic swinging machines employed at Callaway. The scene ultimately moves to the course, where pros Anika Sorenstam and Phil Mickelson demonstrate the equipment in action. "Better science, better golf" says the voiceover. "A better game by design" is the tag.All of the spots in the campaign are integrated visually and in tone with a clean black-and-white graphic and musical motif, and the advertising is almost entirely devoid of the technical detail that marked past product-focused efforts. "We've restructured the thinking. First, it has to be about the Callaway brand," said Craig Evans, svp and creative director at Y&R in Irvine, Calif. "The ads support the idea that Callaway makes good golfers great and great golfers famous, and cast spots for the irons and balls in more of a supporting role."Previously Callaway worked with Interpublic Group's Dailey & Associates in West Hollywood, Calif., which did not defend the business, and other roster shops.Golf industry experts said Carlsbad, Calif.-based Callaway lost direction following the death of founder Ely Callaway in July 2001. "He was a visionary for the business and the direction of the marketing," said Terry McAndrew of Web Street Golf Report in Phoenix.Earlier Callaway advertising featured unexpected appearances by the likes of Bill Gates, Alice Cooper and Celine Dion. "Since that time, the company has struggled with identity and hasn't had its strongest asset to lean on," McAndrew said. "So their new strategy of reinforcing the brand to the consumer is certainly relevant and appropriate.""The company used to have a swagger and an outward focus," said John Moran, senior analyst at investment banking and brokerage firm Ryan, Beck & Co., Florham Park, N.J. "They've been quiet and inward in terms of advertising.""The brand wasn't resonating with the average or better golfer," said John Melican, svp of global marketing at Callaway. "The message was too product-specific, so it either hit or missed."Callaway posted 2004 revenue of $936 million but lost $10 million, according to company reports. It maintains category leads in irons and putters, but trails No. 1 manufacturer Acushnet ($1.2 billion in 2004 revenue) in golf balls and has lost its edge in drivers to adidas/Salomon, whose estimated 2004 revenue is $700 million.The company spent $40 million advertising in 2003 and $35 million through October 2004, according to TNS Media Intelligence/CMR.

Brand Marketing

Callaway Looks To Regain Swagger In Brand Push

Gregory Solman

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Gregory Solman