CARLSBAD, CA: TaylorMade Golf Company is promoting its R11S driver by appealing to consumers' emotions with the “Driver Love” campaign.
The effort is focused on the strong bond golfers often have with their favorite clubs, rather than the technology behind them, said Bob Maggiore, CMO of TaylorMade.
He explained that the company created an advanced driver, but it did not want to risk losing consumers' attention by focusing on the technical details.
“We thought the trap was that if we ...