Cobra Golf

 Carlsbad, CA

Cobra Golf asked id29 to help them reposition and relaunch their brand in 2011. The golf category is stagnant at best and Cobra’s market share had declined considerably. Consumer participation and purchases have slowed. In most countries, the pie wasn't getting any larger, so market share gains had to be taken from competitors.

Cobra knew that they simply couldn’t afford to be just another golf club manufacturer. We had to turn their brand and marketing communications into strategic assets. We helped them put stakes in the ground so that they had clear guideposts. We shaped and created the brand’s character at every touchpoint so that their target segments could easily identity with them.

We executed all of their brand and marketing communications — from the most trivial product sticker, to international, integrated campaigns for all of their products. We’re happy to say that our three-year partnership with Cobra coincided with solid growth and a solid reemergence of a legendary brand.

Identity Development

Puma had acquired Cobra Golf. Puma also operated Puma Golf. As with most M&A transitions, there were questions as to how to approach the post-acquisition brand architecture. During our brand strategy sessions, it became readily apparent that while both Cobra Golf and Puma Golf had to be stand-alone brands, we also had to create a brand that encompassed both entities. We brought Cobra Puma Golf to life.

Global Integrated Campaign: Bio Cell

Cobra Product Catalog

Print Advertising

Web Design

Brand Videos




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