Sonartec > Action Sports Case Study |
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Sonartec is a maker of extremely high-end golf clubs for amateur and professional golfers. While a niche player in their market, Sonartec's wedges and drivers are highly regarded within the industry. Several notable players have won tournaments using their drivers and they are strongly established in both the US and Asia.
While established in the male market, Sonartec came to Incitrio looking to brand a revolutionary new set of clubs specifically for women and launch a strong print advertising campaign just in time for Valentine's Day. Never before had a golf manufacturer engineered a set of women's clubs completely from scratch and tailored them to the unique needs of the female athlete, and the competition from from industry advertising was fierce.
After performing an in-depth branding analysis and industry analysis, Incitrio created a contemporary and highly innovative print advertising campaign that clearly distinguished this club set from their competitors boring, white advertisements in traditional golf magazines.
The art directed conceptual photography of the women's clubs set against a black background paired with pink roses created a very strong impression. Pairing the striking imagery with the compelling header of "This Season's Must-Have Little Black dress" as well as naming the club as the "Sonartec Starlet," made this print advertisement the belle of the ball.
Orders and requests for interviews came flying in the second the ad hit the newsstand. The new brand positioning had the secondary benefit of making their very large competitors sit up and take notice of this up and coming player.
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