JT Wants To Bring "Nice injection of kickassery" To Golf

The worldwide superstar the PGA Tour struggles to associate itself with is helping launch a new Callaway campaign and with it, a younger audience for golf. You'd think that would be right up Commissioner Jagger's sleeve, but so far Timberlake's involvement with the Las Vegas event has been treated like an afterthought on the schedule despite the support of a worldwide celebrity.

Thanks to reader John for Suzanne Vranica's WSJ story on Timberlake and Callaway's hoped-for message, which touches on the bold ad campaign first noted by Steve DiMeglio when it was making a scene on the Vegas Strip.

"Being hip and contemporary has to be part of the marketing plan" in order to attract new and younger golfers to the brand, says Jeff Colton, Callaway's senior vice president of global brand and product.

Callaway, based in Carlsbad, Calif., reported losses in both 2009 and 2010 as well as for the first nine months of last year. It reports fourth-quarter results on Wednesday, with losses expected to continue. It is losing market share to competitors such as Adidas AG's TaylorMade, according to Wall Street analysts.

This was interesting data regarding ad spending by Callaway...

Nor has the company kept up with rivals in terms of advertising. Callaway spent $30 million on U.S. ads during the first nine months of 2011, according to WPP PLC's Kantar Media. During the same period, Titleist and TaylorMade shelled out $41.1 million and $38.4 million, respectively. Titleist is owned by a consortium led by Fila Korea.

Callaway has promised investors that it would spend $25 million more on advertising and marketing this year.

Even as Callaway tries to attract younger golfers, it must be careful not to alienate its core older customers. Mr. Colton says he doesn't think that will be a problem. "Even aging golfers want to act younger," he adds.

Mr. Timberlake hopes the new marketing will give the sport a "nice injection of kickassery."

Some poor lad in Ponte Vedra right now is following an order to see if they have to fine Timberlake for such X-gen language! If only they'd let him do his thing.