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Growing the Brand
by Bringing Fun to the Game
Challenge
Wilson Sporting Goods’s golf division wanted a
new recreational
golf
ball
that
stood apart
from
the
rest
of
the
over-crowded
category.
Wilson
hired
Torque to develop and launch the new product
with
only
twelve
weeks for concept to production.
Solution
Torque evaluated golf markets across the country through syndicated research and retail auditing. Based on the resulting insights, Torque created “Wilson Jack,” positioned with the tagline, “If You Think There’s a Longer Ball, You Don’t Know Jack.” The positioning expressed the spirit of a fun-to-play golf ball that provided improved game performance, without promoting its technical specifications.
Torque developed retail packaging, sales-force and consumer-launch campaigns,
including POS and field marketing. International markets were addressed through
multi-lingual packaging and other market-specific considerations.
Result
Wilson Jack sold strongly into key retail accounts, including Wal-Mart,
doubling Wilson’s mass merchant golf ball business. Jack became Wilson’s biggest selling golf ball, winning Wilson’s Product of the Year Award. Inspired by Jack's success, Wilson's Racquetball division invited Torque to create packaging, branding and advertising campaigns.
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