Elevating Golf’s Leading Game Improvement Brand
From product launch and packaging to the ads and social assets to drive it all home, my work with Perfect Practice has been one of the most rewarding creative collaborations of my career. The opportunity to get our team’s premium packaging on store shelves and in the living rooms of countless customers was the icing on the cake.
ROLL OUT • ROLL IN • ROLL UP
It all got rolling with the ROLL-A-PUTT. As the brand’s first portable putting product (and its first product launch in years), the creative had to appeal to everyone from weekend warriors to seasoned pros. From tagline and packaging development to launch advertisements, influencer copy, and script-writing — the entire process was an exercise in introducing a fantastic new product to a ripe market from concept to promotion.
What it took: Retail Packaging, DTC Product Detail Pages, Amazon Listing Creative & SEO, Video Scripting, Influencer Guidelines (and a BUNCH of trips to my local golf course for inspiration).
Creating a story for the product that informed and delighted the customer at every turn was a treat — all starting with the product tagline: ROLL OUT, ROLL IN, ROLL UP. Hidden beauty copy on the inside (and bottom) was also added to ensure proper usage and present an engaging unboxing experience for influencers.
ROLL-A-PUTT
Evolve the brand,
Evolve their game
ROLL-A-PUTT was just the beginning. As the brand’s first major product launch, we created an interesting problem that could only be solved with more creative: the brand’s “everyman” product had packaging and shelf appeal that felt more premium than its flagship product. So we got to work elevating it. Check out the before and after below.
Reflecting the brand promise with premium copy & positioning
There is no such thing as “perfect”. That’s why I started with the product name itself. Incorporating the “version” number of the product acknowledged that the brand is always improving, with a nod to premium golf brands and luxury automobiles. The “V5 Series” of Perfect Practice Putting Mats speaks truth to the brand promise that the pursuit of perfection is nonstop.
