Michelin receives EFFIE for Hispanic ad campaign

April 7, 2004

A successful Michelin North America Inc. ad campaign has earned an EFFIE award.

The campaign was developed by the advertising agency for Michelin's Uniroyal brand, Erwin-Penland of Greenville, S.C., and Trone Public Relations of Greensboro, N.C. It dramatically increased sales of Uniroyal tires in southern Florida's Hispanic community, according to the company.

Television and radio commercials featured everyday scenarios in multi-generational Hispanic families.

"The Uniroyal brand has a proud heritage of delivering outstanding quality and value, which are two extremely important qualities to Hispanic consumers," said Tim Jamison, Uniroyal brand director. "This campaign capitalized on those themes in a creative and compelling fashion and delivered tremendous increases in sales and brand recognition."

To further connect with the Hispanic community, the Uniroyal brand sponsored a grassroots youth soccer program and participated in Calle Ocho, an annual Hispanic street festival that attracts more than one million attendees each year.

The EFFIE awards, which recognize excellence in advertising, have been presented by the New York American Marketing Association since 1968.