Callaway’s Big Bertha is Not The Number One Selling Driver
Drivers

Callaway’s Big Bertha is Not The Number One Selling Driver

Callaway’s Big Bertha is Not The Number One Selling Driver

Written By: Tony Covey

There’s a new clubhouse leader in the competition for the Most Misleading Ad of 2014. And here’s the real shocker; it’s not TaylorMade.

It’s PING.

I’m kidding. It’s Callaway.

At least that’s my opinion.

It’s definitely not the opinion of Callaway Golf, and it’s possible that once you sort through the facts as I understand them, it may not be yours either.

We’re allowed to think differently.

In case you missed it (and we’ll concede you probably did), last week members of Callaway Golf’s Zoo Crew (that’s the marketing team for those of you who don’t keep up with the haps on Twitter) posted an ad of sorts on their social media channels that basically claims that Callaway’s Big Bertha was the Number One Selling Driver Brand in February.

The claim was later repeated in Callaway’s weekly ICYMI video segment.

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Before we dig deeper into the situation, let’s step back and look at the types of claims golf companies make. With very few exceptions, claims (often explained in the fine print) fall neatly into 3 categories.

Tour Claims – Arguably the two most well-known are Titleist’s #1 Ball on Tour and TaylorMade’s #1 Driver on Tour. The basis for these claims is almost always the Darrell Survey; a company whose business is counting the make and model of every club in play on the PGA (and other tours) each and every week. He who has the most toys in play wins.

Retail Claims – These claims generally reflect retail market share conditions, and generally end with the “the #1 Selling whatever in Golf”. Golf companies use information from Golf Datatech; a company that collects retail sales data from both off-course and green grass shops, as the foundation for these claims. Datatech survey information was sighted as the source for the Callaway claim I’ll be discussing today.

Performance Claims – OH MY GOD! 10 MORE YARDS! The most dubious of all claims, performance claims are almost always based on tests performed by the manufacturer making the claim. There are no hard and fast rules that govern the tests leveraged to make these claims. Each manufacturer tests on its own terms.

There are really only two things that bind the various types of claims golf companies make. They all come with some sort of supporting information (the fine print), and none of them get the green light without first clearing the legal department.

Callaway’s claim is your classic retail claim with a subtle little twist.

Here’s the image that Callaway’s Zoo Crew volleyed around Twitter:

bigberthafeb

While the overlapping image of Big Bertha and Big Bertha Alpha more or less conveyed the origins of Callaway’s conclusion, our fine print police were more than a little perturbed by the basis for that claim.

Check out the fine print:

Sales Claim of Model Comparison Dollar Share Based on Golf Datatech, LLC On and Off Course U.S. Retail Market Reports of Dollar Share February 2014, for Big Bertha and Big Bertha Alpha Drivers Combined”.

So which is it? Is Callaway the #1 selling brand or do they simply have the #1 selling driver model?

It’s actually neither – which probably explains why Callaway decided to play fast and loose with semantics and label Big Bertha as a singular Brand.

It’s not.

Callaway is Brand. Big Bertha is a Model, at least that’s how Golf Datatech, the company whose data Callaway used as the basis of their claim, classifies Big Bertha.

It should also be pointed out that Golf Datatech also classifies Big Bertha Alpha as a model; an entirely separate model from Big Bertha.

And let’s be real here, that’s an absolutely legitimate distinction to make.

Callaway fan, fanboy, hater, or somewhere in the middle; wherever you fall on that particular spectrum, I think we can all agree that other than the fortuitous coincidence that happens to be the Big Bertha (model) name, Big Bertha, and Big Bertha Alpha don’t have all that much in common – at least not enough to be considered the same.

A Loophole in the System

One of the problems with the current state of Golf Datatech is that manufacturers choose how their products are listed. The SLDR Mini Driver that we talked about yesterday; it will be TaylorMade’s choice whether that’s considered as a driver or a fairway wood for the purpose of Datatech reporting, so you can bet it’s going to be a driver.

It was also TaylorMade’s choice to list SLDR 460 and SLDR 430 as a single line item.

Red flag? Not really.

The coupling of Tour/Pro models with standard models is fairly common practice within the Datatech system. In fact, it was Callaway’s choice to list X2 Hot and X2 Hot Pro as a single model, just as it was Callaway’s choice to list Big Bertha and Big Bertha Alpha separately.

Some additional consistency, dare I say concrete rules, would probably help keep this sort of thing from happening again. If it’s too easy to manipulate the numbers, a good bit of the responsibility should fall on Golf Datatech.

Differentiation Can Be Inconvenient

We absolutely do need to give Callaway some credit here. Since the Chip Brewer era began Callaway has been exceptionally good at differentiating their metalwood products. TaylorMade…umm not so much. Arguably not even a little.

At one point in time Bertha Alpha might have been the “Pro” companion to Big Bertha, but Callaway chose to give it the Alpha name because they wanted to segment the market based on the unique performance characteristics of each driver.

The point is that Callaway wanted their pair of Bertha-labeled drivers to be seen as distinctly separate by the consumer, but now that it’s more beneficial for them to have their drivers be seen as the same, Callaway is more than happy to combine the two for the purposes of making what is, in my opinion anyway, a dubious claim.

The Facts as Told By Golf Datatech

tmagnumber1

As I said at the onset, Callaway and I are of differing opinions as to the validity of the claim. What isn’t being disputed are the numbers themselves.

Here’s what those numbers say:

:: The TaylorMade SLDR is the #1 selling driver at retail (on and off course dollar market share).

:: Callaway’s Big Bertha is the #2 selling driver at retail.

:: Callaway’s Big Bertha Alpha ranks #6 behind Callaway’s own X2 Hot (#5), and TaylorMade’s R1 (crazy right – which occupies the #3 spot).

And for those inclined to look at the big picture, based on the February data, if you take everything that Callaway sold and put it next to everything that TaylorMade sold, TaylorMade has the bigger number.

So here’s my question, if you don’t have the #1 selling individual driver model, and somebody else sells more total drivers than you do, how can you reasonably claim to have the Number One Selling Driver Brand?

While Callaway is fond of saying You Can’t Argue with Physics, apparently they’re more than willing to pick a fight with rudimentary addition.

2+6 = (We’re Number) 1.

I kid, I kid. Callaway’s actual math involves adding market share percentages from two distinct line items together to make a number that’s bigger than TaylorMade’s single line item.

The letter of what Callaway is claiming is this: Big Bertha combined with Big Bertha Alpha accounted for more sales than TaylorMade’s SLDR.

By that letter it’s absolutely true, but is two against one really a legitimate basis on which to stake a claim on the #1 spot?

Callaway’s Defense

Now in Callaway’s defense, there is a reasonable argument to be made to justify their position. While SLDR 430 accounts for a very small percentage of SLDR sales , I’m told that removing it from the equation would be enough to legitimately call Big Bertha the #1 Selling Driver in February.

That’s absolutely a fair point, but isn’t that the same as saying:

“The Callaway Big Bertha Driver was the #1 Selling Driver in February1”

1Sales of TaylorMade SLDR 430 excluded

There are very few who wouldn’t find that sort of claim suspect, and so Callaway (despite previously choosing to have Golf Datatec classify the two separately) decided to re-couple Bertha and Bertha Alpha explicitly for the purposes of making their claim.

Of course, if TaylorMade had simply named JetSpeed the SLDR JetSpeed then well, we’re right back to where the Datatech numbers say we actually are.

What’s being disputed the significance of product names, not sales.

Callaway representatives counter that their claim was cleared by both their own legal department (EVERY claim goes through legal, and dubious, even sketchy, is not mutually exclusive from legal by the letter, so take that for what it’s worth) and Golf Datatech.

At the end of the day what I can’t get past is that it was Callaway’s choice to list the two drivers separately, and now that it has found an advantage in bundling them together it’s almost pretending otherwise.

Why Any of This Matters

Those of you have haven’t stopped reading already may be wondering why any of this matters. It’s actually quite simple. Performance isn’t the differentiator in the golf market place, it’s perception.

Each of us identifies with the brands we do, not because of performance, but because of the identity each of those brands has created both for itself, and the golfers that play the product.

There’s no arguing that Titleist’s ProV1 is a very good golf ball, but is it so unquestionably better than the next best thing on the shelf? It might be a little better, but not better-enough to justify the ridiculous percentage of the market it owns.  As I’m fond of saying, the Titleist ProV1 is the #1 Ball in Golf because it’s the #1 Ball in Golf.

ProV1isNumber1

TaylorMade rarely misses (from a performance standpoint with the driver), but in any given year, they don’t always have the absolute best performing driver in golf. They’ve stayed #1 for so long because they’re the most played driver on Tour, and that – coupled with the claims it allows for, consistently leads to higher sales than everyone else.

Simply put, TaylorMade has the #1 Driver in Golf because they have the #1 Driver in Golf.

The Callaway guys aren’t stupid – not even a little. They know if they can somehow associate their driver with #1, it will bring them that much closer to actually being #1.

My problem with all of this is that Callaway has decided to make a claim it hasn’t come by honestly.

If the day comes that Callaway does have the actual #1 Selling Driver in Golf, it won’t need to clear it with Datatech, and the fine print won’t require nearly as much ink.

Callaway Goes With Revision B

bigbertha-rewrite

Last night (well after this story should have been completed…dammit) Callaway’s Harry Arnett posted a revised version of the ad on Twitter. Curiously, while the image is the same, Callaway removed “BIG BERTHA IS” from the copy, and changed the word “BRAND” to “FAMILY”.

Without spending hours on it, I can think of three possible reasons for the change:

1. Maybe somebody’s (presumably TaylorMade’s) legal department sent Callaway’s legal department a letter expressing displeasure with the wording of the original. Golf company legal departments justify a substantial part of their existence simply through the act of sending letters back and forth, so this wouldn’t surprise me a bit.

2. It’s possible that in hindsight Callaway may have come to the conclusion that the original ad was as misleading as I believe it was.

3. Callaway wanted to use a bigger font to make its #1 claim, and really, doesn’t the word FAMILY make us all feel warm and fuzzy?

Whatever you think of the ad to this point, do you believe the change was arbitrary? I don’t…not for a second. Something was wrong with the first, and Callaway fixed it…sort of.

Here’s the thing, while I’m one who believes a “Driver Family” is little more than a clever Callaway creation used to support a claim that would be bogus without its invention, I also must confess that the 2nd attempt rings more genuine than the first. Maybe I’m a sucker for a good family story. I can’t tell you exactly why, but I have less of a problem with the newest version.

Predicting the Future

Look, I applaud Callaway. What Chip Brewer, Harry Arnett, and the rest of the Callaway team has done to overhaul and revitalize the brand over the last 2 years (give or take) is nothing short of phenomenal. Callaway’s future is exceptionally and unquestionably bright.

Callaway is a serious player in the industry; a clear and gaining number two, and that’s unquestionably good for both golf and the consumer.

With X2 Hot it already has the #1 Selling Hybrid on the market right now. Of course, Callaway doesn’t talk about what the numbers look like if you exclude X2 Hot Pro.

They’re dangerously close to having the best-selling fairway wood on the market, and I suspect by the time the March numbers are final it will have a legitimate claim on the #1 spot. My guess is Callaway once again won’t make an issue out of those numbers including X2 Hot Pro, or the Deep Series either.

As for the driver…the gap has narrowed substantially, and it’s not out of the realm of possibility that Big Bertha could find itself in the top spot by itself and without the need to leverage Alpha’s sales numbers.

If that happens you could easily argue that it’s the biggest equipment story of the last decade. That’s how I’ll write it.

But it hasn’t happened…yet. The #1 Driver in Golf, that’s not Callaway’s reality right now. It might be in another month, and if it is, by all means announce it to the world (I’ll help). It would be the most amazing (well 2nd most amazing…overtaking Titleist for the golf ball is #1) accomplishment in the golf equipment game.

But the accomplishment, the distinction…The #1 Selling Driver in Golf,  it’s not Callaway’s. Not yet.

It can’t be claimed until it’s earned.

Have Your Say

Since the day Callaway reinvented itself the company line is that they want to hear from consumers. Good, bad, or otherwise, let’s have the conversation.

I barely qualify as a consumer, but I’m interested, and I think Callaway is probably interested in what you think as well. Now’s your chance to tell us.

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Tony Covey

Tony Covey

Tony Covey

Tony is the Editor of MyGolfSpy where his job is to bring fresh and innovative content to the site. In addition to his editorial responsibilities, he was instrumental in developing MyGolfSpy's data-driven testing methodologies and continues to sift through our data to find the insights that can help improve your game. Tony believes that golfers deserve to know what's real and what's not, and that means MyGolfSpy's equipment coverage must extend beyond the so-called facts as dictated by the same companies that created them. Most of all Tony believes in performance over hype and #PowerToThePlayer.

Tony Covey

Tony Covey

Tony Covey





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      Corey

      10 years ago

      I don’t see an ad that claims Big Bertha is the number one selling driver. I see an ad that says that Big Bertha is the number one selling driver “Brand” in February. Looks like you’ve started with an incorrect assumption of what the ad was going to try to say, even though it never says it or tries to say that (ie, that Big Bertha is the number one selling driver model, which this one doesnt say). So what’s the problem?

      I guess they’re trying to change the thinking and possibly the auto-piloted behavior of the consumer. The fact that you looked at it through an autopiloted lens tells me they were probably right to attempt to change it.

      Reply

      Keenford

      10 years ago

      You may be correct in your assessment here but TaylorMade better look out. Callaway is moving up and I can’t wait to see the brand at #1. They’ve always made quality equipment but these past two years they are killing it. And you haven’t even mentioned irons. The Apex and Apex pros are the best irons out there. No question

      Reply

      Coota Monsta

      10 years ago

      Tony – there was a saying in Australian politics some time back…”keep the bastards honest”.
      A little crass perhaps to direct such vitriol towards a golf brand, but “if the hat fits…”?
      One can only deduce that Callaway agreed that they may have overstepped the mark with their misleading Bertha ‘No #1’ claim, otherwise why in the heck would they almost immediately edit and amend their original Ad?
      By the way, please don’t accuse me of Callaway bashing…I’m on my 3rd set of Callaway clubs starting with the 2004 release of their Big Bertha range and will be upgrading from my current set of X-20’s sometime this year – Yes, sticking with Callaway.
      I like their equipment, but not a big fan of misleading advertising – by ANY brand.
      Well done MGS.

      Reply

      john

      10 years ago

      Tony

      you have taken what I addressed to an unneeded level. All I am simply saying is that the sphere of influence is lopsided currently at your organization. Looks like the issue with the main writer not u…but its all the same to readers like myself.

      If you truely were as fair as you say there would be an artical about how TM ripped off Callaway’s frankenwood with the sldr mini. Im absolutely certain if Callaway had done that your site would have an article written by now.

      I like what you write generally. .. just obviously not balanced currently.

      Reply

      Tony Covey

      10 years ago

      John – I guess I simply don’t see the foundation of your argument. There is no “MyGolfSpy”. Only people. I wrote this article. And based on % of articles written, I think it’s reasonable to say that I am the main writer here. You have essentially accused me of bias but provided no supporting evidence other than your opinion that TaylorMade’s SLDR Mini is a ripoff of the Callaway Deep Series. I would argue that suggests bias on your part.

      As for the Deep Series/Mini Driver argument. As you probably saw, I provided a comparison chart in the article. A year ago I could have just as easily argued that the Deep Series (Phranken wood) was a rip off of Titleist’s deeper face fairway. I didnt’ see it then, and I definitely don’t see it now (again – Mini is nearly 1/4 bigger than Deep). Let’s label these exactly what they are…The Deep Series is a deep face fairway wood. Ping’s Rapture (slightly larger footprint, shallow face) is a large fairway wood. TaylorMade’s SLDR Mini is very much a small driver…barely a fairway wood at all.

      It’s not a rip off of a Callaway fairway wood, it’s a “rip off” of what used to be called driver, and that’s what I wrote in the article.

      Reply

      Bullwinkle

      10 years ago

      Callaway has gone through a lot of names/products in the last year in the driver category. What is interesting to me as a consumer is they have gotten a little better with each driver for both my Son (late 30’s) and myself (mid 60’s). 3 years ago I was a total Adams fan, my son Ping. Other than putters everything in both bag, while not the same equipment, is manufactured by the same company, Callaway. My point here is that Callaway is making the best equipment across their product line for players of all ages at least at the consumer level. Neither I nor my son is qualified to speak about anything to do with pro’s.

      As far as marketing, Chip Brewer was a genius when at Adams, he now has the money for R&D, marketing/advertising, and a sales force in the field that are both educated and committed to making Callaway the number one brand. Callaway may or may not be number one this year, but buy their stock because they will be in the future.

      Prior to last year I’d never owned a Callaway Product, we live in suburban Atlanta and have no connection to Callaway, so sorry this isn’t a Callaway booster, just a fan of their products.

      Reply

      Mark

      10 years ago

      Well if you buy a driver or any club just based on the marketing hype my condolences. Being fitted will always get you better results. I’ve proven that more than once by going in to “buy” a specific club and going through a fitting walking out with another model. It is is interesting to watch the play in slow motion though and thanks to Tony for that.

      Reply

      Jimmy

      10 years ago

      Y’all need to get off Taylormade’s stuff on this blog… it’s about as biased as it can get to favor them, their equipment is crap, the SLDR is the biggest POS on the market today… Callaway’s stuff is 10x better than anything that Taylormade has on the market right now… and who are you to say what Callaway can and can’t classify their equipment as and how they want to group it… they can have a brand inside of the brand by having the “Big Bertha” as a brand and then the subsequent clubs as the models of that brand

      Reply

      Tony Covey

      10 years ago

      Jimmy, They can call it a brand if they want. You can make an argument that Big Bertha is one of the iconic brands in golf. That’s fine. That’s not the issue here, nor is your perception of the quality of the SLDR. Very simply, Callaway combined numbers to make a claim they can’t come by organically. As I said in another comment EVERY manufacturer is capable of inventing a suspect stat which they could use to claim #1. Callaway is the only one that did. If that’s not a little dubious, why do you think they changed the original ad 3 days later?

      Reply

      Jimmy

      10 years ago

      But how is that any different from what Taylormade does? They combine all their sales for the SLDR under the same name. So their stats are skewed just as much or more. And now with the SLDR mini coming out, which they will probably classify as a driver, they are skewing and lying even more while still claiming that they are number one.

      Tony Covey

      10 years ago

      This is actually very different from what TaylorMade does. TaylorMade combines SLDR 460, SLDR 430 (some would call that SLDR Pro), and SLDR TP (SLDR with shaft upgrade) under the SLDR name. This is exactly what Callaway does with X2 Hot, and what basically every other manufacturer in golf (Titleist, Nike, etc.) does as well (Standard, Pro, and upgraded shafts all under one umbrella). This is the industry accepted practice.

      What Callaway did is take 2 very different drivers with very different performance characteristics, with significantly different price points, and counted them as one thing solely for the purposes of making a questionable claim.

      What you suggest is TaylorMade trying to manipulate the numbers, is actually standard practice in the industry. Everyone, including Callaway handles this situation exactly the same way. Callaway is questioning the accounting (should 430 and TP count?), while at the same time using EXACTLY that accounting for their own X2 Hot lineup (including the numbers that show X2 Hot as #1 hybrid, and likely very soon the #1 Fairway).

      It’s cool if Callaway does the same thing for hybrids and fairways, but for drivers, TaylorMade shouldn’t do it that way? Does that not reek of hypocrisy?

      As for Mini…the numbers we’re talking about here don’t include Mini (it hasn’t been released, and therefore hasn’t actually been purchased at retail), but I’m glad you brought it up. IF TaylorMade decided to combine Mini and the SLDR driver into one family to make a claim, it would basically be EXACTLY what Callaway is doing now, and it would be complete nonsense – total bullshit. No argument here. We’ll deal with that when/if it happens.

      I’ll give you another example, Cobra has two new drivers on the market. They both have BiO Cell in the name, but like Bertha and Bertha Alpha, there is a significant difference in the design of the two. Cobra counts those as 2 separate drivers. Again…standard industry practice. Callaway’s claim is the one that deviates and the only reason they did it is they want to claim #1, but SLDR outsells Bertha (and significantly outsells Bertha Alpha) so they can’t claim it on a single model basis, and when you count all driver models together, TaylorMade again outsells them. The tide is turning, but these are the undisputed facts of the moment.

      Absolutely, TaylorMade has made some suspect (highly suspect claims) in the past, and we’ve called them out for it just as we have Callaway. But are you really arguing that since TaylorMade has made some questionable claims, it should be ok for Callaway to do the same?

      Mike

      10 years ago

      Why do you get to decide what is and what is not a brand for Callaway? Lots of companies have more than one brand and they don’t always equal the name of the company. That’s marketing.

      Reply

      Hans

      10 years ago

      Mark Twain once said there lies, damn lies, and statistics. Taylor made and callaway are guilty of using all 3 to make whatever claim suits their marketing departments. I used to play both brands and have switched my bag this year to Titleist. I can’t see changing anytime soon.

      Reply

      dcorun

      10 years ago

      TM and Cally are always going to make whatever claims they need to stay #1 since they’re the biggest players. I’ve played just about every driver known to man and to be honest none of them have lived up to all the hype they print. Forget the hype and claims and try the clubs that appeals to you and compare them. Then buy what works best for you. I play the 588 Custom XL because it was as good as the SLDR and Big Bertha and didn’t cost me a mortgage payment. The #1 and #2 are always going to make false claims and when you catch them it’s fun to see how they switch gears. MyGolfSpy did a great job as usual. Keep up the good work.

      Reply

      Hugh Dub

      10 years ago

      My humble take on Callaway, and I have played a lot of their equipment from drivers to irons to balls, is their mass marketing approach to sales is a real turn off. The fact you can buy Callaway gear at Costco or Walmart definitely cheapens their reputation. You cannot find TM equipment at those places.

      Reply

      Justin

      10 years ago

      To me it’s all white noise. I haven’t believed any advertising claims by anyone, golf or otherwise, in a very long time. But that’s just me. Consumers will always believe whatever they want to believe, anyway… so who is this hurting, really?

      Reply

      Will

      10 years ago

      I’m one of the prime targets for the Big Bertha Alpha, and I just didn’t like it… it was good, not great.

      I also preferred the 460 SLDR to the 430… but I’m sticking with my Fast 12LS.

      Reply

      Jason

      10 years ago

      Tony, you are doing a great job. Humorous, informative & a lot more unbiased than I and most of the mygolfspy horde would be, keep it up. Still wouldn’t buy a callaway driver.

      Reply

      john

      10 years ago

      Tony, Charles is completely right on this one. Your website weekly posts something negative about Callaway and it is simply disgusting. Its the way your site says it as well, not in good taste. Im reading more and more people that dont enjoy the bashing. Your website needs to remember why your in existence. … because of companies like Callaway. I know I know you write bad stuff about other vendors as well…… it doesnt look that way lately Tony. I guess what makes it even worse is the fact that they have really great products this year too. Just my 2 cents.

      Reply

      Tony Covey

      10 years ago

      John – I appreciate the comment, and I say that with complete sincerity. I think it provides a great illustration of what we face in our dealings with the golf companies. There are basically two ways the equipment industry has been covered

      1. Opinion pieces (reviews basically), and they’re overwhelmingly positive, because negative reviews mean no product next time or the risk of ad contracts not being renewed.

      2. The rewriting of press releases (the FACTS as told to us by the golf companies). Make a call or two…get a quote all your own, but that’s basically it.

      As you are aware I do it differently. I give my own perspective, and my own opinion on nearly every subject I cover. Sometimes it’s positive and sometimes it’s negative. As a result, we joke here about living day to day. Basically for many golf companies my work is only as good as my last story. From my end there has never been an agenda or bias, only what I happen to think about whatever is going on in the moment.

      Negative opinions have had consequences. In the past, because of something that’s been written here, Titleist, Callaway, TaylorMade, and Cleveland have all, at one time or another, refused to work with us on an editorial basis. 99% of the time, we’re the only ones not reprinting the company line, and that can be very difficult for some to swallow. Most of those companies have since realized there isn’t an agenda (only honest, well thought-out opinions), and have started to look at the big picture.

      I should probably mention that Nike has been absolutely consistent from the beginning. Regardless of what we’ve written, and it hasn’t always been positive, they’ve always provided product and always shown respect (not always agreement, but respect) for what we do. Nike ALWAYS wears its big boy pants.

      Given your perspective, I would absolutely encourage you to go back and read everything I’ve written about Callaway in the last year. Maybe I’m missing some of my own words, but I recall a very complimentary piece about the “New Callaway Golf”. I remember X Hot won our driver test last year. I believe I wrote extremely positive release articles on the MD2 wedges, X2 Hot and Big Bertha. And while Big Bertha Alpha didn’t set the world on fire in this year’s driver test, I’m I went out of my way to explain that 1. It was likely due to limited fitting options and 2. When properly fit there’s little doubt in my mind that it’s a special driver. Admittedly the numbers haven’t been completely analyzed yet, but there’s a really solid chance Big Bertha could finish on top in our fairway wood test.

      That’s what I (me personally) have written about Callaway in the last year (all that plus the Versa April Fools post). Prior to this piece, I believe that is my entire documented history on the topic of Callaway golf for the last year. Where is the hate?

      Let’s look at this subject and throw some other scenarios out there.
      -What if Nike claims the #1 Selling Driver in February using the fine print to say *among all cavity-back drivers. It’s true, but misleading.

      What if Cobra claims that BiOCell is #1 Selling Driver Family in February *among all families with at least 1 Venollum crowned model.

      Let’s try Adams – The #1 Selling Driver in February *among all models with visible crown slots.

      The point is, EVERY company in golf who is not #1 can easily come up with an imaginative way to claim the #1 spot, but only Callaway actually did it.

      You are certainly entitled to your opinion, but I would ask that you do me a favor. If Callaway overtakes TaylorMade for the actual #1 Selling driver spot (individual model, or total sales), please come back here, comment, and most importantly have my back when a small horde of readers accuse me of being in bed with Callaway, hating TaylorMade, or both. Like I said, we’re day to day with the golf companies, and very often with our readers to.

      Reply

      flaglfr

      10 years ago

      I have been on the site now for probably about a year. I must say that the information you pass on to us appears to be fair and consistent. Everybody (club manufacturers, etc) seems to IMHO receive the same treatment. I read the article you wrote about drivers and agree that you were more than fair with Callaway.

      It all boils down to what is the real issue here? The issue is a company (put any name here; this time it happened to be Callaway) is making a claim that is potentially misleading to we the customer. For MGS and in particular Tony to cry foul on the practice with the possible repercussions you mention is why I read what is written here. I have no doubt that if this were any other manufacturer the call out would have been the same. And it takes some large huevos to gamble with your ability to get product for future tests.

      It’s good to see brand loyalty, but we also have to keep our eyes open. Yes I have a Callaway club in my bag. Matter of fact I have several in there. Yes I like Callaway. But in my mind, the report has validity regarding the claim made.

      Another two cents added.

      golfer4life

      10 years ago

      Tony. I think some of the questioning of you allegedly bashing Callaway seems to be from the recent twitter comments from the ‘most wanted driver’ article between certain Callaway people and MGS. My guess is because of that, people now feel like your holding something over them and now that’s why the article got written. Like you have said, I don’t believe that most spend the time to do the research and see you don’t play favorites. Now, what I can’t figure out is, why people come on here to give their negative opinion of your articles but keep returning? That must tell you something!
      cheers

      Krizar

      10 years ago

      Dang it mygolfspy! I was going to buy one BECAUSE they were the number one selling brand. in February. TM had it until now. Now I don’t know what to do. Maybe wait to see who will be #1 in June. It’s a good month.

      Reply

      Jason

      10 years ago

      A great article showing again how stupid companies can make themselves look. As a long time golfer I’ve heard it all before & personally couldn’t give a crap about who sold the most of what in which month. I don’t like callaway gear & no amount of ridiculous marketing would make me buy their stuff if great equipment is available from a couple of companies I know & trust. How gullible do they think we all are. Going for a lie down now, headache coming.

      Reply

      BUBBA

      10 years ago

      Watch OUT!
      Taylormade will cut the price of their driver, like they always do to get the market share.

      Reply

      flaglfr

      10 years ago

      Sorta already being done. You get a free fairway wood with the purchase of a driver.

      Reply

      flaglfr

      10 years ago

      We all stress the importance of custom fitting. Wonder if they were somehow able to eke out a higher dollar share based on the fact that many of their shafts, grips, etc. are at a significant upcharge from the stock one. The interesting point (to me) in the fine print of the claim is HIGHER DOLLAR SHARE and not more units sold.

      Just a thought… TMaG and some others do not seem as likely to charge more for premium shafts in the TP versions as Callaway now seems to lean toward with the Alpha. It is easy to end up with an $800 alpha with a premium shaft and grip. This is not the case with the TP model where many premium shafts are at no upcharge. Based on their latest ad, maybe you are correct and they went back through legal, found the oops and restated their position.

      All of this reaffirms that the bottom line in this whether it be Callaway, TMaG, Titleist, Wilson, whoever, is the need to look at performance for each of us and NOT the hype being thrust upon us by ALL the manufacturers. There is always a longer driver, straighter iron model or more accurate putter. Bottom line (as is stressed all the time here) get fitted and don’t rely on what you hear.

      Caveat emptor!

      Reply

      Charles

      10 years ago

      I guess the same could be said for a website that claims just because a few of his testers liked something, that that product should be called “the Most Wanted”..when in fact many of the product he claims are “the most wanted” really aren’t really all that wanted..like Wilson Stand bags? Or calling themselves a golf spy but rarely if ever have showed anything that isn’t already on the market? Where’s all the secret stuff??? Or claims the same Ping Driver they tested last year and came out near the bottom of your accuracy testing comes out as “the most accurate” driver only a year later? I’m a long time golfer, worked in a golf shop years ago when I was in college and honestly I couldn’t care less what ads say from any golf company, I’ll try it for myself and if I like something and it will actually help me play better, I’ll buy it, Taylor Made, Titleist, Ping or Callaway. It’s probably why I spend most of my internet golf surfing on Golfwrx.com. They just tell the stories without all this drama.

      Reply

      Rex

      10 years ago

      I find the comment above to be one of the most contradictory and confused opinions I have read in some time… if this person could “care less” about what ads say, I would imagine he/she should care even less about an article about what ads say…. let alone post a comment….how odd.

      BTW, I wonder is this person is aware of the fact that GolfWRX, (an entity that exits to peddle advertisements) is a proxy for Golf Digest, the penultimate peddler of advertisements…. who has recently been reduced to peddling flesh to keep the lights on.

      I find it particularly interesting that all the brands listed in this persons consideration set are market movers because they advertise the most. And yet I see no tier 3 or 4 brands who make just as good, if not better, equipment. Maybe that’s because… they don’t advertise much…. but what do I know?

      ….

      Reply

      AH

      10 years ago

      Rex-

      You know how some days you have the patients to explain things with your kids show them the error in their ways or thinking….and other days you just don’t have it in you and you just want them out of your face. Well i don’t have kids but comments like Charley’s ( can I call you Charley, Charley? ) make me feel like I do.

      Charles

      10 years ago

      Where do I start…lol. I read this article about Tony’s view on Callaway’s advertising and wondered why he seems to care so much about it when 99% of all golf ads from all the major manufactures is basically nothing more than propaganda to help sell their products. Why suddenly is this a bid deal to Mygolfspy? Does he call out every manufacture when their claim of an extra (fill in the blank) yards doesn’t come true? Why this ad and why now? He seems to have a bone to pick with Callaway these past few months for some reason, maybe he should share why?. Why didn’t I list 2nd tier club companies? I could have listed them all..but I figured you got my point… that I don’t believe any of their ads and do my own research and hit clubs that interest me before making a club purchase. I’ve been playing golf since the late 1960’s so I’ve played with clubs ranging from old VIP McGregors, Hogan, Wilson, Spalding, Lynx, Cleveland, Mizuno, Tommy Armour( when they made proline quality equipment) to all the modern manufactures I mentioned. I couldn’t care less who advertises their products or how big or small their companies are. Do I read the ads? Yes, Do I believe them..no. Do you actually believe just because TM claims you are going to achieve 17 extra yards with a new 3 wood that you are actually going to get 17 yards? I do think that larger companies for the most part have better R&D and usually have better quality control but that isn’t always the case. In regards to Golfwrx.com, I realize their have advertising on their website…as does MyGolfSpy.com so I’m not sure what your point is. Both websites are courted by these large companies to help spread their stories over the internet. I spend time on both sites and well as a few other golf websites. I also mentioned that I find the “most wanted” articles rather amusing when some of the most wanted products aren’t most wanted at all in the real market place(Wilson stand bags, really???) and products that land on the bottom of some of these product tests are sometimes actually very much in demand. No mention of that in your rebuttal?
      It’s not hard to see why Titleist had no desire to take part in the recent club testing when they see the results of the Mygolfspy.com “most wanted” lists.

      Tony Covey

      10 years ago

      Charles obviously you assume quite a bit more than you actually know. That’s fine. It’s the nature of this particular beast. First of all, the rebuttal you sighted came from a reader, not from me, so that’s probably why it wasn’t addressed.

      Obviously you haven’t spent a whole lot of time here. We’ve called TaylorMade out in the past, and will absolutely do so in the future (actually working on a couple of things right now). This is far from the first time we’ve called an OEM out, and I can assure you it won’t be the last. You might want to read my article about Callaway/TaylorMade and the NAD from last season. My biggest issue with some readers isn’t a difference of opinion, that’s reasonable, but I do have issues when people who don’t know me, and clearly haven’t bothered to check into much of what I’ve written in the past, make grossly uninformed accusations about my motivations.

      I can assure you of this, I don’t have any issues with Callaway at all (when it comes to talking about the performance of their products, we’ve been well ahead of that particular curve). As I said in a previous comment, I enjoy a cordial and professional relationship with members of the Callaway PR/Marketing team. I’ve been assured they have no issue with what I wrote. Difference of opinion on this singular topic. No more, no less.

      Regarding advertising. Here is the point: We take ads from smaller golf companies, not major OEMs. Not TaylorMade, not Callaway, Nike, Titleist, PING, Cobra, etc. etc. etc. We are the ONLY large golf media outlet who can make that claim. The reason why you will NEVER see an article like this on a competitors site is because for anyone else, the consequences would number in the six figures. TaylorMade and Callaway throw around a lot of money, and in some cases there aren’t even traditional ads on the sites where it’s being spent. What would you suppose that money is buying?

      Regarding Most Wanted. It’s branding. We wanted something distinctly ours. Something unquestionably associated with MyGolfSpy. You’re evidence that what we chose works. The inspiration came from FBI Most Wanted Posters. We wanted something that fit within the “Spy” theme…even loosely. Where things can be quantified, data (we do). Where they can’t, we evaluate several relevant factors, and give an informed opinion about what we think is the best. I suppose others might call it “Editors Choice” we use different language. I suppose you could say Most Wanted refers to what we believe SHOULD be the Most Wanted. Apparently you would prefer we just list the best-selling bags (I use bags since that’s the example you seem hung up on). Incidentally…you really should give the Wilson NeXus a try. It’s a great carry bag. We encourage everyone to demo clubs, get fit, etc., but when you’re dealing with something like a Watch GPS for example, demoing all available units isn’t a practical reality. We try and give the consumer the information with which to make an informed decision.

      As for Titleist…they have never provided a concrete explanation as for why they generally don’t participate in our tests. Quite frankly, from a business perspective, their branding is built on two buzzwords “performance” and “quality”. If we test their gear and the performance isn’t validated (shown to exceed other products on the market), it’s bad for business. We think they’ll come around eventually, but quite frankly, you seem more concerned about it than we are.

      Rex

      10 years ago

      <>

      Charles, I’m very surprised to see that Tony’s reply did not address your question above. Perhaps it might have disarmed your claim of company bias. The ad that Callaway has produced is, without a doubt, drilling into one of the the most incendiary topics in golf…certainly THE most incendiary topic with respect to TaylorMade: Domination of the driver category. Any threat to TM’s “birth right” is tantamount to blasphemy and a call for TM to engage and defend… at all costs, the DNA of their brand identity. Meaning, this ad is unlike “99%” of any other ads run in golf. How unprecedented is it? No company has challenged TM’s claim in 7 years…and then only for a fleeting moment as TM ripped apart Nike for doing so. You need to go back to 2002 to find another meaningful example. To compound the news worthy value of this story, Callaway has crafted its attack based on the most dubious of circumstances. So, in a blindingly claim generic category like golf… this is a might big deal, and more than worthy of the discussion for engaged consumers as well as industry insiders.

      Personally, I love the drama…. its good for everyone… maybe even TM if they can be a bit more cerebral in going after Callaway. Hope this helps

      Rex

      JE

      10 years ago

      None of this really matters anyway. It’s an unregulated industry. A company can make any claim they want about their product. If they want to say “Our drivers will make you a scratch golfer” there isn’t any regulatory body that will make them change it.

      Contrast that with medical devices where it is regulated by the FDA and the claims you make about your product have to be pre-approved before you go to market.

      So it’s a free-for-all folks. They can say anything they want. It’s up to the consumer to validate.

      Reply

      Joseph Dreitler

      10 years ago

      No, it is not totally unregulated as you suggest. Any competitor Can not only object to a competitor running an ad that makes false or misleading claims, but they can and in competitive businesses often do sue them for false advertising. Injunctive relief and damages are potentially available. It is why most companies have both in house and outside experts review all ads for claims support to avoid having to pull the ad or worse, get sued. I have no knowledge of what did or did not happen here, just 35 years experience as a lawyer in this specialized field. I won’t go into the weeds about how products that are subject to FDA regulation are also subject to the government approving the product or seeking to have it pulled. Not relevant to typical consumer products where competitors are the check on false or misleading ad claims.

      Reply

      ComeOnSense

      10 years ago

      Sounds to me like a similar claim … ” Doctors recommended the most “

      Reply

      AWOL

      10 years ago

      This is a ridiculous claim by Callaway. I can see bunching the SLDR 460/430 together because the club design is the same. But grouping the Big Bertha and the Alpha together as one group to skew numbers enough to make an outrageous claim is the most misleading thing i’ve seen. Callaway is grabbing at straws because their driver sales got blown out by TMag this year so they are trying to associate themselves with the title “#1” in some way. Next year i bet all their drivers will have the “Big Bertha” tag line some how so they can put all their drivers offered into one survey. I don’t dislike Callaway but i also don’t play any of their stuff anymore. Mainly because they seem to jack up prices a lot when trying to get custom shafts and what not. Anyways nice try Callaway but you are not fooling anyone.

      Reply

      drjacko

      10 years ago

      This is a great article telling it the way it is. I would have loved to see more of the discussion with the Callaway rep prior to print, but there are a few things you don’t publish unless you want an embargo or sanctions.

      For all the folks trying to ‘call out’ the author, the case is seriously undermined when Callaway made the changes in the ads.

      Reply

      blstrong (SeeRed)

      10 years ago

      Interesting article, Tony. I’m sitting here, drinking my coffee and trying to determine whether or not I actually have an opinion on all of it. I guess I do, as the first Callaway ad had me shaking my head, thinking they were really reaching. The second is slightly better, and by better I mean feels slightly less untruthful. I guess if you’re Callaway and trying to seriously chip away at the alpha dog- in this case TaylorMade- then you get your name out there however you can without being totally ridiculous. Though that first ad felt pretty ridiculous. By most accounts the BB “family” of drivers are great products, but you still need exposure and need to generate interest to sell them. To me, both ads sound like the #2 driver in golf trying to steal the stage from the #1 driver in golf without the legitimate cred to do so.

      Reply

      Rex

      10 years ago

      Bold and ballsy of Callaway….It is a shame they could not wait a month and add a bit of credibility (via sustainability) to the dubious combination.

      TM will, no doubt, respond both on a litigious basis and in the media, as they did back in 2007 when Nike did the exact same thing with the Sumo. Hell, the time-frame was the same (February). Back then, Nike decided to combine the Sumo conventional and “Sumo 2 (Squared)” products into a brand, family, product/s…whatever. The result: bent noses and bedlam…and poor Golf Datatech caught in the crossfire.

      Oh well, the big losers here are 1) the consumer, via a Pandora’s Box of rapidly escalating and blatantly misleading claims… and 2) Golf Datatech, as approving this claim is going to make life a bit tougher for them… well maybe a whole lot tougher.

      Let the good times roll!

      Reply

      Adam

      10 years ago

      I find it hard to ostracize these companies for their tactics. As with most things Shawn we are a victim of our own devices. “We” are getting what we (the many not the few such as yourself) are asking for. Forcing the rest of us to dig for real truth.
      I’m also not sure its fair to say these companies stretch the truth further than others. But I’m almost certain they stretch it more often as they seem to do most of the talking.

      Reply

      Ryan

      10 years ago

      The amount of negative comments on your Twitter and site about Callaway are astounding. Did they stand you up for a date or do you just get Tour player treatment from Taylormade? ProV1 and 1X are not the same but you picture them together. SLDR has a 430, 460 and two TPs if memory serves me correct. Are the Berthas the same, no, but they certainly are a family and a brand. If you don’t think Big Bertha is a brand unto itself, you need a marketing lesson. ProV is a brand, SLDR is a brand, iPhone is a brand, Windows is a brand. Golf is a claim industry, as goofy as it is. Make you sure you call out every company that makes a ridiculous claim in this industry to mask your hate for Callaway…or would Taylormade shut you off on your club supply…or maybe Puma will stop giving you free clothes.

      Maybe you can do some research to see if Adams really helped people gain a million yards last year.

      Or maybe see if Pings new putter line is really 50% more consistent 100% of the time.

      Are Winn grips really tacky under every condition???

      Reply

      AH

      10 years ago

      Ryan –

      I encourage you to reread this article then your comment see if you cant pick out some things you might have missed.

      As for your Talyormade comment why don’t you go back and read any number of posts, comments, and articles from Tony and other writers on this site written specifically to call Taylormade out on their products and claims.

      Its very hard to take your thoughts of “being fair” seriously when you are being so very “unfair” in expressing them.

      Reply

      Tony Covey

      10 years ago

      Ryan – You’ve made some valid points, but I don’t see the need to hurl the accusations you did. There’s a reason why I put the poll in and asked the question. There’s a chance not everyone agrees with me on this. That’s perfectly fine. It’s an opinion, but please don’t confuse that with an agenda.

      I made my arguments in the article. Outside of that, are you sure the author of this article is the same guy who posted the tweets you have issue with? I work for a company. I’m guessing you work for a company to. Do you always share the same opinion as the guy in the cubicle next to you? That’s what’s great about MGS. There’s no company line. We each have our own opinions, and own perspectives, and we write it how we see it.

      There is no hate for Callaway here. On a personal, and business level, there are no issues that I’m aware of between myself and Callaway golf. As you might imagine, I had some discussion with a Callaway representative before writing this story. I would characterize their nature as cordial, and professional, and ultimately we basically agreed to disagree on this particular topic. I called them out for something I found misleading. If you think for a second I’d hesitate to do the same if Nike, Cobra (PUMA), or TaylorMade did similar, you clearly haven’t read nearly enough of what I’ve written.

      Regarding TP stuff…yeah, it does count…always has. My counter to that argument is that TP is literally just a shaft upgrade – and from what I’ve gathered Datatech isn’t really built for that (it’s really about the head). If someone buys a Bertha or Bertha Alpha with an upgraded shaft, and that shaft raises the price by $50 or $100, or $250 should that not count for the Bertha tally? Right now it does.

      Reply

      golfercraig

      10 years ago

      Another Callaway guy who obviously hasn’t seen this site railing against TM. Surprise surprise. Callaway boys are nothing if not consistent.

      Reply

      Tony Covey

      10 years ago

      No it’s good. If the Datatech numbers come back for March and Callaway is on top legitimately, I’ll write the story about how Callaway did the unthinkable and overtook TaylorMade for the #1 driver model. At that point I’ll be labeled at TaylorMade-hater and the circle will be complete.

      Shawn Schaffer

      10 years ago

      I can see the point on the 460/430 thing. I definitely can. In a world of trade offs and negotiation it’s something I’d easily be willing to give.

      But I agree 100% on someone OTHER than the golf companies setting the guidelines. Marketing is a wicked beast in golf industry (and in every other industry for that matter). It needs to be controlled, monitored and regulated to an extent.

      I have no problem with a company advertising they are #1. But you shouldn’t need to be a statistician in order to understand what they are truly saying.

      I work in the car industry and seeing/reading this reminds me SO much of the practices the different companies use. What’s so interesting is that there are some companies that play game (TaylorMade/Callaway) in the advertising and others (Mizuno/Titleist) that don’t have an interest or so it seems. It’s truly a matter of perception.

      Personally? TaylorMade/Callaway lost me as a customer due to their reliance on things like this. Just make a damn product and sell it. Make it good. Let the product speak for itself! Don’t try and manipulate me into buying it. It’s a shame too because the SLDR is one helluva driver!

      Oh well. .02 cents given.

      Reply

      Adam

      10 years ago

      Agreed there should be more concrete guidelines for what constitutes line/model extension or a new model entirely.

      Personally I don’t think that two head sizes of the same model “with all the same functions and features” such as the 430/460 SLDR should be considered two separate things either. IF there were a 430 and 460 BBA I would say the same.

      Reply

      Tony Covey

      10 years ago

      I guess that’s exactly how I see it. And your point raises another. If you look at the USGA conforming list right now, there is what’s being called a Big Bertha Alpha Pro in play, and I’ve suspected since day 1 that it will eventually come to retail. Should that happen, where do lines get drawn…would Big Bertha, Big Bertha Alpha, and Big Bertha Alpha pro all be, for counting purposes, the same? Or does Callaway then say well, Alpha and Alpha Pro are the same, but now Bertha is different (but they’re all still part of the Bertha family)?

      Just speculation, of course, but it would certainly muddy the waters even more.

      Reply

      David W

      10 years ago

      I chose that I’m ok with the second ad but now that I think more about it more I’m not. I would not have been ok with Rocketballz and Rocketballz stage 2 being grouped together so why would I be ok with two different Callaway drivers that just happen to have a part of their name in common.

      Shawn Schaffer

      10 years ago

      I definitely like the accountability of this article. I feel that it’s showing the people who read this how statistics and data can be skewed so much in favor of the objective of a brand/company.

      HOWEVER. I DO find that the idea of the SLDR 460 and 430 being grouped together in TaylorMade’s advertisements just as misleading. I am not a Callaway fan. Being a younger golfer (23) I have the perception of the brand that they are just… Old and outdated. Behind the loop. That’s my perception.

      But to me, TaylorMade is synonymous with marketing. And grouping any two driver models together is a play on statistics no matter the brand involved. It’s ridiculous. I understand that the Normal/Pro models are usually very similar in style and equipment design, but there still IS a difference.

      Grouping any two together is like a company saying that your typical golfer would have either driver be interchangeable. That’s NOT the case for most people. They make the Pro model for the small percentage of people who want that smaller head profile, different stock shaft, lower spin, or whatever the advantage of the pro model provides.

      The golf companies should realize when marketing these models that they will naturally capture a smaller market share. They’re producing a pro model for that share. To then take that model and lump the data together with the mainstream version seems like double dipping to me?

      It should be simple. Each model stands on it’s own. Performance is key. Fitting is the #1 factor. Golfers buy what works. In other words, buying a driver should be all about the data. Sadly, that’s rarely the case. People need to be more #Datacritic.

      Reply

      Tony Covey

      10 years ago

      I’m in almost complete agreement. When the SLDR Mini Driver launches for example, it will immediately become part of the SLDR family and it may sell well enough to bump the numbers. What if TaylorMade releases another driver that happens to include the 4-letters, SLDR?

      I don’t necessarily agree on the Standard/Pro thing, but it’s certainly a valid point. That standard/pro coupling is standard practice. Most, if not all, golf companies do it for Datatech purposes, so bogus or not, I do have an issue with Callaway suddenly wanting to alter the generally accepted rules (if you want to call them that) so they can make a bolder claim.

      Where does it end, right. What are the boundaries? Where are the lines drawn?

      My inclination is that control of those lines shouldn’t be in the hands of each individual golf company. Datatech needs to step up, make the classification rules simple, and concrete.

      My thinking on all of this #1 stuff…

      You’re either the #1 selling driver model or your’re the #1 selling driver brand. Everything else is fabrication and/or fantasy.

      Reply

      David W

      10 years ago

      Tony, I agree with you on the standard/pro thing. For instance, the rocketballz stage 2 three wood standard and pro versions only difference was that the pro version was adjustable. It’s the same club but you could spend a little more to make it adjustable.

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