Polar bears and Bridgestone Blizzaks -- at home in ice and snow

Oct. 13, 2003

Bridgestone/Firestone North American Tire LLC (BFNT) will be providing its Bridgestone Blizzak tire dealers with support materials featuring the Bridgestone Blizzak mascot -- "a friendly, fuzzy, suitcase-toting polar bear," says the company.

The materials include a singing stuffed toy version of the Blizzak bear which, when squeezed, sings the Bridgestone Blizzak adaptation of the "Wheel," the Bridgestone brand's advertising anthem inspired by the Rosanne Cash tune of the same name.

Also provided will be point-of-purchase materials, window cling images, banners, four tire inserts, tire stack toppers and Blizzak literature.

"The Blizzak polar bears achieve two very important goals," says Phil Pacsi, executive director of Bridgestone/Firestone North American consumer tire sales group. "First, they roll out a new phase of 'The Wheel' campaign, showcasing the latest version of the popular theme song. Second, the Blizzak bear is an ideal mascot for our great winter tires, combining a clever identity with the message that both the bear and our tires are perfectly at home in the ice and snow."

Blizzak bear television ads will air in North America from October through December and supporting radio spots will be featured in 21 markets throughout November.

The Bridgestone Blizzak family of ice and snow tires come in more than 90 sizes to fit many of today's popular cars, SUVs and light trucks, the company notes.