Torque evaluated golf markets across the country through syndicated research, web surveys 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—a first for Wilson.
Torque developed the product logo, packaging, POS, sales-force and consumer launch campaigns, including field marketing. We addressed international markets through multi-lingual packaging and other market-specific considerations. The product sales video was used to open the national sales conference, gaining further support from the sales organization.
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.
