TAYLORMADE GOLF
BRAND MESSAGING I MARKET RESEARCH
CLIENT WORK I ZAMBEZI
#1 BALL FOR YOU
For years Titleist Golf Balls have been presented and marketed as the “#1 Ball in Golf”. But, that was only because statistically Titleist Golf Balls have had the most professional representation and therefore wins on the PGA and LPGA Tours. This type of marketing has led the Titleist Brand to have a chokehold on the golf ball market for decades.
However … the question still remains: should an amateur golfer really be playing a golf ball designed for Tour professionals? Taylormade doesn’t think so.
The fact is that most amateur golfers average swing speeds that are way lower than that of a professional. Moreover, they are also playing from bunkers, rough lies, and often even with outdated clubs that affect golf ball performance.
In this specific campaign for the TP5 and TP5x - Taylormade’s premium golf balls - they wanted to show that every swing is different and therefore deserves a golf ball made just for them, and not the Tour Pros. They wanted to compete with Titleist and subvert the idea that just because a Tour Pro decides to play a specific golf ball does not mean that your average amateur golfer
