Michelin North America Inc. has launched a new ad campaign for its BFGoodrich brand that will use animal metaphors to appeal to consumers.
"The national broadcast, print and online advertising campaign heralds a new approach for BFGoodrich tires, providing consumers with a series of unconventional and obviously fictitious situations to help clearly visualize key tire benefits," say Michelin officials.
"The campaign illustrates that while consumers cannot literally bolt on a cheetah's legs for acceleration or a tree frog's hands for grip, they can achieve the grip, acceleration and toughness for their vehicles by simply bolting on a set of BFGoodrich tires."
Online and TV ads will launch today, July 14. The first TV spot also will be introduced on BFGoodrich's Facebook page and YouTube channel.
BFGoodrich dealers will receive point-of-sale materials in support of the campaign.
