Background – The Good

• 1996 – Enters the world of Professional Golf and named Sport’s Illustrated’s 1996 Sportsman of the Year and PGA Tour Rookie of the Year

• April 1997 – Won The Masters, with a record score of 18 under par

• Current Sponsors:

• 2000 - Youngest player to achieve the career Grand Slam

• 1.4 million Facebook fans

• Won 14 professional major golf championships

• 71 PGA Tour events

• September 2009 – World’s first Billion-Dollar athlete

• July 2010 – Forbes announces Woods as the richest sportsman

Background – The Bad

• December 2009 – Woods announced he would leave professional golf to focus on his marriage after he admitted infidelity

• December 2009 – Accenture and AT&T drop Woods as a spokesperson

• February 2010 – Gatorade decides to no longer sponsor Woods

• March 2010 – Announces he will play at the Masters in April

• July 2010 – Endorsements are down 30% year over year

• August 2010 – Played in the Bridgestone Invitational finishing

18 over par tying for 78th place. Woods posted his worst

four-round result as a professional golfer.

• August 2010 – Sunday Corp to the rescue

SWOTStrengths Weaknesses•Number 1 player on the Official World Golf Rankings

•Number 1 on the PGA Tour money list for his career in total

•Has held all PGA Tour tournament wins at the same time

•Youngest to complete Grand Slam

•Holds lowest score in relation to par on all four major tournaments

•Highest number of career tournament wins and PGA Tour wins

•Tiger was still the highest paid golfer in sponsorships at the 2010 Masters. Although Accenture, AT&T and Gatorade has discontinued their contracts with Tiger, he continues to have endorsement worth $50MM. Current sponsorships include: Nike, Tag Heuer, EA Sports, Gillette, the PGA Tour

•Current infidelities

•Pending divorce with Elin will tarnish his reputation of “family man” permanently

•2010 tournament play weak for Tiger

•Earnings down $22 million in 2010

SWOT

Opportunities Threats

•Mickelson affair allows Tiger room to rebound from current scandal

•Social buzz around Tiger is still strong, Tiger can capture on current buzz to help his reputation and get back to golf

•Regain lost sponsorships (Accenture, AT&T, Gatorade)

•Fierce and diverse competition among top players, especially Phil Mickelson

•Diversity in the game

•Sponsorships doing fine without Tiger, including Golf Digest

•The additional media Tiger Woods scandal has brought to the game has threatened players security. The 2010 Masters tournament was the first time the PGA and the Augusta National Golf Club has had to worry about paparazzi.

Competitive Landscape

Phil Mickelson Ernie Els Lee Westwood

Steve Stricker Jim Furyk

From the research findings we conclude:

Creative should not reinforce or continue to apologize for his actions, but rather it should help consumers forget about these negative events. Our belief is that the best method to accomplish or speed up this task is to rebrand Tiger.

We will showcase him as less intense, aloof, and determined to a faultAndPresent him as more humorous, more friendly, and more interactive with the general public.

We will make Tiger seem like a whole new man while continuing to communicate his greatness on the golf course.

Creative Strategy

Definition: the believability of the communicator as perceived by the recipient of the message

Importance: credible spokesman will be more likely to entice a consumer to believe a pitch and ultimately purchase a product

Studies: Hovland et al, Eisend

Source Credibility

Method: Subjects were presented identical information credited to different sources.

Findings: Subjects were more likely to initially believe the sources they perceived to be more credible. Over time, the bias wore off and only the information was remembered, not the messenger. Hovland termed this the “Sleeper Effect”.

Hovland Study

Purpose: To determine if a generalized concept of source credibility exists. Conclusion: There are three main drivers of source credibility; inclination toward the truth, potential of truth, and presentation.

Eisend Study

New Logo

Story Board

Open on Tiger with restaurant manager.

Manager explains Tiger’s not cut out for being a chef.

Manager consoles Tiger by saying he likes his “Ice Trick”

Story Board

. . .But the meatball fiasco, among other things, is forcing him to let Tiger go.

Manager encourages him to return to golf. . .because he’s the MAN when it comes to golf.

Title Card presents new Tiger logo.

Campaign Details

• Campaign will continue with similar commercials, print, radio, etc. where Tiger is in an “every-man” type of job, doesn’t succeed, and is encouraged to focus on golf. Mood will remain humorous, friendly throughout.

• Takes a light-hearted approach to the fact that Tiger is not the best off the course, but continues to drive home that he is an authority on the course.

• Our fallible Tiger off the course, will be likeable. . .and if consumers like Tiger again, we’ve done our job.