Cooper Tire & Rubber Co. will be targeting key consumers of high performance, sport utility vehicle and light truck tires with a new multi-million dollar ad campaign.
The company will be emphasizing the Cooper tire brand's performance and value with its ongoing tag line, "Don't Give Up a Thing," coupled with an additional message, "Get Everything You Want."
The ads feature humorous vignettes of couples working through relationship issues resulting from disappointments with their hastily chosen tires, the company says.
"The revolutionary thing about this campaign is that it recognizes that the average consumer only thinks about tires when they need new ones," said Pat Brown, vice president of advertising and communications. "But these ads tell consumers that tires should be more than a grudge purchase. It's a decision you live with for a long time; they say something about you."
Three, 30-second television commercials and seven print ads reinforce Cooper Tire's ongoing tagline, "Don't Give Up a Thing," by telling savvy consumers that a better performing tire at a more affordable value is within reach, the company says.
"Consumers want a product that describes them and the role that product plays in their lives," said John Stertz, chief creative officer at Columbus, Ohio-based Fahlgren Inc., Cooper Tire's advertising agency. "The new campaign brands the Cooper consumer as thoughtful and smart for choosing a tire that matches other options in performance while exceeding them in value," Stertz said.
Cooper Tire and Fahlgren Inc. developed an integrated media buy with ABC and ESPN networks, ESPN Radio, ESPN The Magazine, and ESPN.com, which included Cooper Tire as a presenting sponsor of ESPN's Thursday night college football programming.
From April to November 2004, print advertisements will run in a selection of trade and consumer publications, including Time, People, Car and Driver, Motor Trend and Automobile.
The television advertisements, directed by Russ Lamoureux of Hungry Man Inc. in Los Angeles, Calif., will make their debut the week of April 5 and are set to run on 10 of the top cable networks in 2004.
