Top Flite - Reversing a golf brand’s sales decline with a rock n’ roll rebrand

Saddled with a poor reputation, golfers were down on Top Flite—and sales were down too. The brand had to signal real change, real fast, before better-funded brands jumping into the category stole share. We reignited consumer audience interest in Top Flite with a new positioning and a bold rebrand—which included a new logo, product names, and packaging. We then communicated the benefits of each Top Flite ball on eye-catching point-of-sale displays, helping to overcome the lack of a marketing campaign. The effort successfully reversed Top Flite’s sales decline, and increased sales 30%.