Cooper Tire & Rubber Co.'s recently launched national ad campaign will introduce drivers to a new source of tire advice, "Uncle Cooper."
The new campaign, which debuts today, was inspired by consumer research conducted by Cooper "which showed that consumers lack confidence in their tire buying decisions," according to Cooper officials.
"They are anxious about tire purchases, which are expensive and often must be made quickly. Drivers also reported that despite a wealth of available information, they often have lingering questions after the purchase."
The campaign has been designed "to ease these doubts, as (the Uncle Cooper character) represents a tire brand that is backed by a company with 105 years of delivering quality at a fair price," say Cooper officials.
The campaign was developed by Cooper and Fallown Worldwide, and includes television spots on MotorTrend, DIY Network and HGTV. It also includes digital and print ads.
"Personifying a no-nonsense relative who is expert in all things automotive, Uncle Cooper will never steer drivers wrong about the right tires," say Cooper officials.
"We are telling consumers, 'You don't have to be a tire expert because you now have an 'uncle' for that,'" says Jessice Egerton, Cooper's director of brand development. "When Uncle Cooper says, 'Go with the Coopers,' drivers can feel confident in their tire choice."
