Fresh TV, Print Ads Support Pinnacle Golf Ball Relaunch

Brandweek,  July 17, 2000  

• E-mail
• Print
• Link

FAIRHAVEN, MASS,--Acushnet, in a major relaunch, will introduce TV ads later this month and print creative in August to herald the debut of its new Pinnacle golf ball lineup. A value-priced ball known the past 20 years for distance and durability, Pinnacle--in response to favorable customer research--is adding performance characteristics such as spin, feel and control to its Product.

Arnold, Boston, will handle ads touting the new dual-family strategy of Pinnacle Titanium and Pinnacle Gold lines, each consisting of three sub-models. Sugg. retail price for Titanium will be $25 per 15-ball pack; SRP for Gold is $18.75 per 15-pack. Pinnacle spent $3.1 million on advertising last year, per CMR. The brand has sustained double-digit increases in unit sales each of the past six years, including a 13.8% boost to over 6.1 million dozen in 1999. Nationwide sampling will distribute more than 250,000 two-ball Pinnacle packs. Tag remains: "No ball goes farther."

COPYRIGHT 2000 Nielsen Business Media, Inc.
COPYRIGHT 2008 Gale, Cengage Learning