Charlie Kautz

Begin Anywhere

Charlie Kautz

TaylorMade Brand Slogan: Made to Win

I was responsible for writing and championing the primary TaylorMade brand slogan and advertising headline (“MADE TO WIN”) used from the years 2014-2016 in print, digital and social media marketing.

Background: One of the longest standing marketing executions for equipment manufacturers are “Win Advertisements” – a series of materials created to celebrate a sponsored athlete winning a Tour event. They’ve historically run in print magazines and for especially significant wins, such as major championships, in television commercials. The traditional message – “Player X won Tournament Y using Product Z” – had grown stale from the TaylorMade brand along with our “No. 1 Driver in Golf” brand tagline.

I had the idea to create a simple, memorable, branded headline (“MADE TO WIN”) to appear on all “Win Advertisements” marketing creative including digital executions. The tag MADE TO WIN became the company’s primary marketing headline for a period of almost three years in social, print and digital marketing and advertising executions.

Enclosed below is our creative guidelines brand playbook for the MADE TO WIN advertising strategy including some published sample graphics.

I was responsible for writing and championing the primary TaylorMade brand slogan and advertising headline (“MADE TO WIN”) used from the years 2014-2016 in print, digital and social media marketing.

Background: One of the longest standing marketing executions for equipment manufacturers are “Win Advertisements” – a series of materials created to celebrate a sponsored athlete winning a Tour event. They’ve historically run in print magazines and for especially significant wins, such as major championships, in television commercials. The traditional message – “Player X won Tournament Y using Product Z” – had grown stale from the TaylorMade brand along with our “No. 1 Driver in Golf” brand tagline.

This is not to mention the alphabet soup of headlines we created, with execution lacking a powerful, consistent delivery to help build campaign and brand equity, especially in the digital space.

I had the idea to create a simple, memorable, branded headline (“MADE TO WIN”) to appear on all “Win Advertisements” marketing creative including digital executions. The tag MADE TO WIN became the company’s primary marketing headline for a period of almost three years in social, print and digital marketing and advertising executions.

You can see the full content of our “MADE TO WIN” playbook and a couple of example advertising executions enclosed below.

I was responsible for writing and championing the primary TaylorMade brand slogan and advertising headline (“MADE TO WIN”) used from the years 2014-2016 in print, digital and social media marketing.

Background: One of the longest standing marketing executions for equipment manufacturers are “Win Advertisements” – a series of materials created to celebrate a sponsored athlete winning a Tour event. They’ve historically run in print magazines and for especially significant wins, such as major championships, in television commercials. The traditional message – “Player X won Tournament Y using Product Z” – had grown stale from the TaylorMade brand along with our “No. 1 Driver in Golf” brand tagline.

This is not to mention the alphabet soup of headlines we created, with execution lacking a powerful, consistent delivery to help build campaign and brand equity, especially in the digital space.

I had the idea to create a simple, memorable, branded headline (“MADE TO WIN”) to appear on all “Win Advertisements” marketing creative including digital executions. The tag MADE TO WIN became the company’s primary marketing headline for a period of almost three years in social, print and digital marketing and advertising executions.

Digital Marketing Advertisement — “Made to Win” Headline — May 2014 — THE PLAYERS Championship

The “Win Wall” at TaylorMade Golf headquarters in Carlsbad, Calif., where the company created and installed giant replica prints of our advertisements to celebrate our tour players' victories.

Instagram Execution — Made to Win — August 2015 — PGA Championship

Instagram Execution — Made to Win — Zurich Classic, 2015


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