Agency: Colman RSCG | Author: Mark Blair |
How Advertising Gained Extra Yardage for Wilson's Ultra Golf Balls
Wilson Sporting Goods, the largest manufacturer of golf clubs in the UK, had only a small share of the important golf ball sector - about 3% of an estimated 17 million market in 1985. The launch of the Ultra golf ball in 1985 was designed to give them a greater market share. However, it was only after the development of an advertising campaign through Colman RSCG fromthe summer of 1987 that sales of Ultra really took off. Asa consequence, Ultra...