ACCORDING TO SOURCES, the PGA Tour is close to launching a new slogan and accompanying advertising campaign to replace the longstanding, “These guys are good.”
“The current slogan has served us well,” a Tour insider said on condition of anonymity. “But it’s time to re-position the product. We’re moving on.”
What about the brand equity accrued over the years?
“Very few of the world’s golfers are televised and collect a million dollars for winning a tournament,” he explained. “Of course, these guys are good. People get it.”
The new slogan process has taken months, beginning with an extensive agency search. The selected firm assembled a large in-house creative team and cadre of freelancers who have brainstormed thousands of possible slogans based on in-depth product and market research.
But at the 11th hour the apparent winner was rejected when it drew a lukewarm response in a series of focus groups.
It’s now completely out of the running, said the Tour source about the one-time favorite, “These guys are really good.”
The new favorite set for approval will take the Tour in a whole new direction and, in effect, re-brand the product. It’s the right time, noted the source.
“We feel at this juncture it’s critical to differentiate ourselves from other sports and reaffirm the integrity of our terrific players and great game.
“That’s why we’re truly excited about the launch of ‘These guys are drug-free.’”
−The Armchair Golfer
(This is an ARMCHAIR GOLF spoof.)