With only $25m in sales in previous year compared to industry giants Taylor Made, Callaway, Ping, etc., Cobra Golf total advertising budget was a third or that of competitors and product message would be lost in the clutter.
As a category the golf industry has been a laggard in terms of calculated innovative risk taking on the marketing front.
To ensure market impact and share of voice equality compared to larger competitors created the concept of “bookend :15s” where instead of running:30” commercial in the middle of an advertising pod we purchased two :15” placed as the first and last to air in a commercial break.
Due to time constraints in communicating product benefits with a :15” commercial introduced short, single message statements leverage the personalities of Greg Norman and Hale Irwin not a “players” but as “golfers” – King Cobra is oversize, get used to it.
King Cobra Oversize irons became the #1 game improvement irons in the market place.
Company far exceeded its initial projections of unit shipments in the launch year.