Suppliers

Cooper Brings New Campaign to SEMA Show

Posted on November 8, 2019

A new ad campaign is urging tire consumers to "Go with the Coopers" when buying new tires.

The campaign, which Cooper Tire & Rubber Co. launched this past September, "is a significant effort for us," Jessica Edgerton, the company's director of brand development, told Modern Tire Dealer during this week's Specialty Equipment Market Association (SEMA) Show.

"This is the first place where we've been able to talk to a lot of people about it," she said.

The campaign - which includes TV sports, as well as print and digital ads - features a newly created company "spokesman" named "Uncle Cooper," whom the Findlay, Ohio-based tiremaker describes as "a no-nonsense relative who is an expert in all things automotive."

Edgerton said Cooper conducted extensive customer research as part of the campaign's development and discovered that "customers would go to buy tires, but there was a lot of information" to sift through. "And not a lot of it was helpful."

"'Go with the Coopers' is about helping consumers get the answers they need," said Edgerton. "We're trying to make it easy on them with all of the branding we're doing," including in-store point-of-sale materials for Cooper tire dealers, who had a significant voice in the campaign's development.

"We look at this as being just as important to (Cooper dealers) as it is to us," she noted.

Related Topics: advertising, consumer tires, Cooper Tire & Rubber Co., retail

Comments ( 0 )
More Stories
Brian Wheeler, vice president of business development and marketing for Cloyes, holds the AAPEX best new product award the company won for its VVT Chain Kits.
News Cloyes VVT Timing Chain Kits Win AAPEX Best New Product Honors

Cloyes Gear & Products Inc. earned the best new product award for its Variable Valve Timing (VVT) Chain Kits at the 2019 Automotive Aftermarket Product Expo (AAPEX).

The Razr AT, seen here at last week's Specialty Equipment Market Association Show, is Maxxis' new all-terrain light truck tire.
News Maxxis Launches Razr AT Light Truck Tire

Maxxis International-USA showcased its new Razr AT premium all-terrain light truck tire during last week's Specialty Equipment Market Association Show.

Toyo heavily promoted its Treadpass area that connected the south and central halls of the Las Vegas Convention Center during the 2019 SEMA Show.
News Toyo Will Continue to Tap 'Influencers'

"Influence the influencers" will be Toyo Tire U.S.A. Corp.'s mantra as it continues to build purchase intent among consumers, Tim Chaney, the company's vice president of marketing, told Modern Tire Dealer during last week's Specialty Equipment Market Association (SEMA) Show.

Be the First to Know

Get the latest news and most popular articles from MTD delivered straight to your inbox. Stay on top of the tire industry and don't miss a thing!