BRIDGESTONE E12 BALLS
The golf ball “wars’’ predicted by many golf industry observers has never fully materialized, but that doesn’t mean there are not some skirmishes. Leading the way is Bridgestone Golf, which, after a couple of years of nearly falling off the grid, has re-armed with its new e12 family of balls.
Golf Tips was wowed when the original e6 balls rolled out a few years ago, but based on initial testing, these models have clearly doubled up on distance-seeking fun and optimum spin for all swing speeds.
The e12 Speed and e12 Soft balls, according to Bridgestone Golf President Dan Murphy, build on the three-piece, surlyn construction, spin-reducing forgiveness of the company’s e-series, but now with more power than ever before. Each ball employs Bridgestone’s Delta Wing Dimple pattern for less drag and optimized aerodynamics. The e12 SOFT is designed specifically for players with less than 105 mph swing speeds who fight sidespin challenges, while the e12 SPEED is intended for higher swing speed players (greater than 105 mph) who struggle with accuracy off the tee.
Perhaps just as important as the e12 family’s new Active Acceleration Mantle layer — which the company says provides higher thrust and velocity at impact — is Bridgestone’s new, aggressive approach to getting out is golf ball message. That approach is spearheaded by Murphy, the company’s long-time marketing director who left in 2015 but returned to his new position in 2018.
“We’re bringing back some things that work – like fundamentals,’’ Murphy said. “What works in fundamentals is talking about products — reaching the target market through editorial and paid advertising “We didn’t do that for quite a while. I think we went quiet to the target market. I don’t think consumers thought badly of Bridgestone, they just weren’t thinking of Bridgestone because we weren’t reaching them.’’
Bridgestone now intends to reach consumers through a number of platforms, including the $39.99 per dozen price points of the e12 balls; edgy and humorous commercials featuring staff players Tiger Woods and Bryson DeChambeau; and a next-generation ball-fitting program.
With the introduction of the e12 line, Bridgestone has moved its e6 series down to the $21.99 per dozen price point. The company Tour B line of balls – used by Woods and DeChambeau – each carry a retail price of $44.99 per dozen.
“For the first time in our history, we’re competitive in all three market segments, which is very exciting for us,’’ said Heather Arnold, marketing communications manager for Bridgestone.
