Srixon is set to launch a heavyweight promotional campaign, running for three months from the end of March. Produced by Geoff Howe Marketing Communications, “Balls with bite or your money back!” will feature in approximately 1,100 UK and Irish golfing retailers, supported by major advertising in the UK golfing press.
Says Jon Parsons, marketing consultant for Srixon, “The objective of the campaign is to drive consumer awareness and trial of Srixon AD 333 and Soft Feel golf balls by offering a no-risk purchase option. We are confident that once they experience the quality of these two products, players will switch brand loyalty immediately. In line with our brand personality of “It’s an attitude!” the combination of a ‘ballsy‘ no-quibble money-back guarantee with high impact creative will give this campaign massive stand-out.
“As the campaign rolls out, you‘ll see a whole series of manic Srixon ball characters unleashed in the press. Our first ads feature Hanniball, caged behind his leather restraint mask and biting up the course!”
Srixon will be incentivising golfing retailers to place their Hanniball POS to maximum effect with a mystery shopper programme rewarding prizes for best display and best effort on the part of sales staff to switch customers over to Srixon.
Srixon Sports www.srixon.co.uk