New Bridgestone ad campaign sends clear message

Feb. 7, 2007

Bridgestone Firestone North American Tire LLC (BFNT) officially unveiled its new Bridgestone advertising campaign at the 2007 Chicago Auto Show": "It's Bridgestone or Nothing!"

"We believe this new campaign will help consumers recognize Bridgestone as a world leader and as a premium tire choice for drivers with high standards," says John Gamauf, president of

consumer tire replacement sales.

According to the 2007 Modern Tire Dealer Facts Issue, the Bridgestone brand has domestic replacement passenger and light truck tire brand shares of 7% and 7.5%, respectively.

Dealers were first informed about the "It's Bridgestone or Nothing!" ad campaign at the 2006 Specialty Equipment Market Association Show in Las Vegas during the company's dealer meeting. The ads will be seen throughout 2007 on national television networks. They also will be show in cinemas on more than 15,000 screens across the country.

There also will be an extensive print and on-line advertising campaign to complement and enhance the broadcast campaign.

The Richards Group produced the new television commercials. "The Richards Group has such a strong track record of helping great companies cut through the clutter and take their brands to the next level," says Gamauf. The new advertising campaign grew out of feedback from the company's dealer network.

"We listened to our customers, the ones selling the tires to consumers, who really know the strength of the Bridgestone brand and believe we have a great story to tell."