179 - Manga Ads And Sk8erboi Bags...

I’ve been looking at Mizuno’s new marketing and I’m a little confused. Their latest adverts depict a Manga-like, cartoon character playing like a hero with their stunning new JPX800 clubs. The advert is very cool, really interesting and will make no sense to anyone over 40 which is a risk seeing as this is probably Mizuno’s core market.

Kudos for the Japanese wand maker for having the stones to fly in the face of convention and produce a marketing campaign that doesn’t feel like it has been bought off the shelf from an expensive London advertising agency; I’m just worried that it may be money wasted.

Mizuno look like they are trying to tap into and actively encourage the emerging young golfers market which can only be a good thing in my opinion. Making golf cool will draw in the next generation of Ryder Cup stars and might even force a bit of change in the local clubs.

I believe that the sooner the stuffy Pringle Set lose their overbearing control over golf the better as some of the hoops that new players need to jump through to play on a half decent course are too much like hard work.

I have a niggling doubt about this advertising campaign though. I doubt that enough kids will see the adverts and be persuaded that far from being a game played by fat, middle-aged men in BMW’s, golf is actually a really enjoyable sport that requires skill, mental toughness and stamina. I think Mizuno agree which is why they have a secret weapon; a new bag!

Actually it is a range of Limited Edition Aerolite X bags that look like they have been designed by Avril Lavigne and Tony Hawk. They are very loud, very colourful and almost guaranteed to cause a heart attack on the first tee at Private Members only courses up and down the country.

The change of direction in terms of advertising and producing more ‘yoof’ oriented equipment gets my hearty seal of approval, I just hope that Mizuno don’t alienate its core demographic and get its fingers burnt as a result.