COBRA PUMA GOLF - Building Brand Credibility

Story

COBRA PUMA GOLF, a new brand merging PUMA soft goods with heritage COBRA clubs, needed to establish credibility in the golf category and define an image “off the greens” with lifestyle media.

 

With only a small internal team to support the brand, Havas Formula was retained to create consumer awareness of COBRA PUMA GOLF in regional golf books and national lifestyle outlets through media relations, product launch strategy, event development and support, social media initiatives, and overall evolution of brand messaging.

Tactics

  • Establish relationships with regional golf outlets and golf blogs to secure coverage
  • Develop creative pitch angles with a consumer-friendly voice to secure coverage in national men’s and women’s books
  • Utilize the COBRA PUMA GOLF athletes to tell a brand story
  • Drive sales of products through overall media relations efforts
  • Work with internal COBRA PUMA GOLF team to create a VIP experience for top-tier media attending the annual PGA show
  • Plan, execute and facilitate “Open House” media event at COBRA PUMA GOLF’s headquarters
  • Drive traffic to the brand’s product and initiative videos
  • Develop creative tactics around product launches and event participation 

Results

  • Secured coverage in top-tier national lifestyle publications, including Teen VOGUE, MAXIM, Departures, Robb Report, FOX News, SELF, and Motor Trend, among others
  • Expanded golf coverage to regional trades, securing coverage in Golf Chicago, New England Golf Monthly, AvidGolfer (Texas), South Florida Golf Magazine, etc.
  • Planned and facilitated two-day “Open House” at which VIP media were given the chance to meet with founder Tom Crow and test the 2013 product line prior to consumer availability
  • Developed “Swing. Swig. Survive: Rock PGA with CPG” media mailer that was distributed to 25 top-tier media attending the PGA show. Mailer contained the latest PUMA Golf shoes, backpack, visor, and other branded gear to use at the show
  • Drove up views of brand and CPG athlete videos by tens of thousands utilizing embedded links in media pitching

Havas Formula

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New York
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San Diego
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El Segundo
CA
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Chicago
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Chicago
IL
60611
312.229.0605

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