Spalding Giveaways Tout New Top-Rite XL 2000 Irons - golf club marketing campaign announced - Brief Article

Brandweek, April 16, 2001

CHICOPEE, MASS.--Splading is launching a pair of promotions to help spur trial and purchase of its new Top-Flite XL 2000 golf clubs. The first is the Top-Flite XL 2000 Trial Incentive, giving consumers who demo the irons a two-ball sleeve of Top-Flite XL 2000 balls. The second is a Purchase Reward Program, dangling a free auxiliary iron to consumers who buy a full regular set.

"The club market is very competitive and it is difficult to break through the clutter with traditional advertising alone," said David Lowe, golf club category manager. National TV and print ads support the promos, available through June at 6,000 golf shops nationwide. Target: 300,000 consumer demos. Agency Greenberg Seronick, Boston, handles ads.