THOUSAND PALMS, Calif. – Consumers will get their first look at Nitrogen Charged technology this weekend when the Golf Channel debuts PowerBilt’s infomercial promoting the new Air Force One drivers, fairway woods and hybrid clubs.
“It’s very rare – maybe every 10 or 15 years – that a technology comes along like this and separates itself from the rest of the industry,” says Don Anderson, a golf-industry expert on club-face technology. He is one of many experts appearing in the show extolling the virtues of Compressed Nitrogen Technology.
Sportscaster Roger Twibell, a veteran of ABC and ESPN telecasts, hosts the program and is often seen side-by-side with PGA Tour champion Fuzzy Zoeller, who currently plays with PowerBilt on tour. “This club is built for everybody,” says Zoeller, referring to the new Air Force One. “From the high handicapper to the mid handicapper to the low handicapper – everybody will benefit from this technology.”
The half-hour infomercial explains in detail how Nitrogen Charged Technology works. By filling a clubhead with nitrogen gas, PowerBilt is able to create the thinnest face in golf – less than 3 mm on drivers. A thinner face allows all players, regardless of swing speed, to flex the face at impact which maximizes distance.
The infomercial is PowerBilt’s primary marketing tool for the new Air Force Once models. “We’re putting millions of dollars into this direct-to-consumer campaign,” says PowerBilt President Ross Kvinge. “We expect it to jump-start sales and then move into a more conventional media plan as the year progresses.”
The program will appear frequently on the Golf Channel throughout the year, beginning January 17. Other networks that will televise the show in select markets include: Sun Golf, Fox Sports, ABC, CBS and NBC. The Hotel Network will also televise the program in 1900 hotels across the country, including more than 30 along International Drive in Orlando during the week of the PGA Merchandise Show, which is held January 29-31 at the Orange County Convention Center in Orlando, Fla.
The infomercial is produced by Convergence, an advertising and television production company steeped in direct-marketing experience in the golf industry. “The PowerBilt Nitrogen Charged Technology performance story is exciting to begin with, but the reaction to the clubs by everyone who has hit them has been even more exciting! You’ll see that in the show,” says Convergence co-founder Kenny Taht.
PowerBilt Golf is a division of the Hillerich & Bradsby Co (H&B), which also makes Louisville Slugger baseball bats and equipment. PowerBilt clubs have been used to win more than 100 professional tour events, including eight Majors. Zoeller, who won the Masters and the U.S. Open playing with PowerBilt closes the infomercial by saying, “If you’re not using nitrogen technology, your game’s out of gas.”
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