Promotion
Led by the Big Bertha name, Callaway Golf is one of the world’s most loved and recognizable golf brands. The tech-savvy but friendly identity of the company resonates with players who are just as passionate about their golf game. Celebrity endorsers have included Microsoft’s Bill Gates, Motown legend Smokey Robinson, singer Celine Dion, and baseball slugger Mike Piazza.
Callaway Golf still occasionally uses celebrities in advertising to endorse its products and has been exploring fresh new approaches employing different strategies to convey its powerful product and brand message throughout the full range of media.
As with any enduring brand, there are constants. While amateur golfers around the globe find more fun and enjoyment with Callaway Golf products, it just so happens that pros have great results with them too. Swedish superstar Annika Sorenstam, the world’s best female player, has used Callaway Golf clubs since turning pro, and the King, Arnold Palmer, began using and promoting Callaway Golf products a few years back after happening upon the company’s inaugural golf ball during a desert golf outing. Other staff pros include Johnny Miller, rising young PGA Tour star Charles Howell III, Ryder Cup Captain Hal Sutton, major championship winners like Mark Brooks and Rich Beem, and legends Gary Player and Seve Ballesteros. The great pros and others are effective spokespeople and fine representatives of the Callaway Golf brand.
Brand Values
The global Callaway Golf brand stands for heritage, technology, quality, and leadership in the industry. With names like Big Bertha, Odyssey, Top-Flite, and Ben Hogan augmenting the Callaway Golf image, the company boasts an enviable collection of golf brands. “Callaway Golf is a powerhouse golf brand with products that lead their categories in market share,” says Ron Drapeau, chairman and CEO of Callaway Golf. “Odyssey has led the putter category at retail for seven straight years, as Callaway Golf has in woods and irons. Adding the Top-Flite and Ben Hogan names to the company gives us an opportunity to build a brand portfolio unparalleled in the golf industry.”
The promise of fun and forgiveness that Callaway Golf brought to Big Bertha Drivers has spread throughout the bag, from fairway woods and irons to putters, golf balls, accessories, apparel, footwear, and timepieces.
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