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Callaway Golf Company Tropicana Philips Consumer Electronics
Callaway Golf Company: Rule 35 Golf Balls

The branded golf ball market is highly competitive, with little true product differentiation. But Callaway had a genuine revolution in ball technology. The challenge was how to position the new ball as the superior choice.

Callaway wanted to drive viewers to purchase the ball at retail. So the sales message had to stick firmly in the minds of customers when they entered stores that were full of competitive products.
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