Retail

Monroe ride control campaign caters to the squirrel population

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Tenneco Inc. unveiled its Monroe "Save a Squirrel" consumer ride control campaign on, appropriately enough, Earth Day.

The aggressive, integrated advertising campaign is designed to remind consumers that replacing worn ride control components could help improve vehicle steering, stopping and stability. Along the way, it might also save the life of an innocent squirrel darting across the road.

"Vehicle owners can't easily inspect their shocks and struts," says Tenneco's Richard Alameddine, vice president of marketing in North America. "They often can't feel the loss of steering precision, stopping performance and stability as these components slowly wear out.

"But in an emergency situation, they need their tires planted firmly on the road to help avoid an accident. That's a big part of what new shocks and struts do...."

The promotion's tag-line is "Save a Squirrel. Change your shocks at 50,000 miles." The 50,000-mile ride control replacement recommendation was established by the Motorist Assurance Program, an independent organization committed to strengthening the relationship between vehicle owners and automotive service providers across North America.

For additional information regarding the Monroe campaign, visit www.monroesavethesquirrels.com.

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