Dare To Be Bet­ter, Dare To Bridge­stone

Woods signs multi year deal with Bridge­stone Golf

Golf Asia (Malaysia) - - CONTENTS -

Bridge­stone Golf is am­pli­fy­ing its ag­gres­sive mes­sag­ing with a new mar­ket­ing cam­paign fea­tur­ing Tiger Woods that high­lights the per­for­mance ben­e­fits of its prod­ucts.

Ti­tled “The Herd,” a unique se­ries of com­mer­cials on NBC/Golf Chan­nel and across the web de­picts the “herd-men­tal­ity,” com­mon among con­sumers with no­tions that the best golf ball is the one played by the most Tour play­ers. More than 75 ex­tras par­tic­i­pated in the film­ing in South Africa, rep­re­sent­ing a mass of

hu­man­ity scav­eng­ing a golf course for the most pop­u­lar ball on Tour. What they find is Woods, who switched ex­clu­sively to the Bridge­stone B330-S, hit­ting a tee shot while the nar­ra­tor pro­claims “you can’t beat the pack by play­ing the same ball as the pack.” It con­cludes with the new slo­gan: “Dare to be bet­ter, Dare to Bridge­stone.”

“The im­agery and lan­guage are bold, pow­er­ful and com­mu­ni­cate how golfers need a break-away-from-the-pack men­tal­ity to gain a true com­pet­i­tive edge,” says Corey Con­sue­gra, Se­nior Di­rec­tor of Mar­ket­ing of Bridge­stone Golf. “This is our first broad­cast spot fea­tur­ing Tiger Woods, the per­fect iconic fig­ure to carry the mes­sage.”

Woods signed a multi-year agree­ment to play and pro­mote Bridge­stone’s high-per­for­mance balls, se­lect­ing the Tour B330-S af­ter thor­oughly test­ing it against com­pet­ing mod­els from all ma­jor brands. Through his per­sonal re­search, he de­ter­mined the Bridge­stone ball pro­vided su­pe­rior dis­tance and ac­cu­racy off the tee for him, as well as op­ti­mal spin on shots into and around the green.

The cat­a­lyst for dis­tance and ac­cu­racy gains is the patented TOUR core (B330 & B330-S) and AMATOUR core (B330-RX & B330-RXS). Now six per­cent larger than the prior model, it pro­duces even faster speed and less spin off the driver via Bridge­stone's gra­da­tional core for­mu­la­tion. For in­creased green­side con­trol, the B330 Se­ries wears the break­through Slip Res cover, which in­creases stop­ping power with­out the usual neg­a­tive ef­fects of added driver spin.

Ad­di­tional “break-a-way-from-the-pack” lead­ers in­clude FedEx Cup cham­pion Brandt Snedeker, Olympic bronze medal­list Matt Kuchar, Masters win­ner Fred Cou­ples, three-time ma­jor cham­pion Nick Price and young phe­noms Bryson DeCham­beau and Hud­son Swaf­ford.

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