Nokian Tyres' new "Own Every Condition" campaign focuses on confidence in winter weather driving.

"Winter driving rarely involves just one road condition," say Nokian officials. "During a single trip, drivers may encounter dry pavement, rain, standing water, slush, snow and ice - sometimes with little warning. The Own Every Condition campaign highlights how Nokian Tyres develops winter tires to perform across those changing conditions."

“‘Own Every Condition’ is built on a simple insight: winter is no longer one condition,” says Tiina Frazer, senior vice president of brand, marketing and communications at Nokian Tyres.

“From dry roads and rain to slush, snow, ice and sudden weather changes, drivers need confidence and control when conditions change. This campaign demonstrates how our winter tire portfolio helps drivers navigate the unpredictable nature of winter.”

The campaign will include digital ads, social media, ads, dealer marketing materials and more.

"A modular creative system will allow Nokian Tyres and its retail partners to maintain a consistent global message while campaign content will be tailored to regional weather patterns, pairing local markets with specific winter tire products.

Nokian dealers will receive campaign assets for use across digital channels, social media, video, print and point-of-purchase communications. "The campaign will also be supported throughout the winter tire selling season by product education, partnerships and trade communications."

Nokian officials say the Nokian Hakkapeliitta 01 will serve as a "hero product" during the campaign "to connect the company's winter driving expertise with product education."