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Marketing 50

Odyssey Two-Ball putter

By Published on .

When Paul Lawrie made a 40-foot putt on the 18th hole during Scotland's Dunhill Links Championship in late 2001, golfers gasped. Next they wanted to know where he got the odd-looking putter with the two white dots.

It was the Odyssey Two-Ball, which has become the world's best-selling putter in less than two years.

"In golf, putting is more mental than anything else-it can be finicky," says Mike Galeski, 47, senior VP-sports marketing at Odyssey Golf, which developed and markets the popular putter. Odyssey is a division of Callaway Golf Co. "When people see pros winning with this putter, they want some of that luck," Mr. Galeski adds. "Plus, it works."

Media coverage, as well as dozens of pros who continue to use the putter in tournaments, have driven Odyssey Two-Ball sales. So far, Callaway has spent less than $500,000 on print ads in golf magazines and there are no plans for TV advertising. Matthews Evans Albertazzi in San Diego handles the campaign.

The Odyssey division is now expanding its line of clubs while the Two-Ball, a patented design, sinks all rivals.

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