FINDLAY, OH — Cooper Tire & Rubber has unveiled a multi-million dollar advertising campaign aimed at reinforcing the tire brand’s performance and value. The campaign adds to Cooper’s tag line, “Don’t Give Up a Thing,” with an additional message, “Get Everything You Want.” The ads focus on emotional considerations of buying tires, rather than product features. The campaign involves three, 30-second television spots and seven print ads.
“The revolutionary thing about this campaign is that it recognizes that the average consumer only thinks about tires when they need new ones,” said Pat Brown, vice president of advertising and communications at Cooper Tire. “But these ads tell consumers that tires should be more than a grudge purchase. It’s a decision you live with for a long time; they say something about you.”
Key targets of the promotion will be high performance and SUV and light truck tire buyers, according to Cooper.
From April to November, print ads will run in a selection of trade and consumer publications, including Time, People, Car and Driver, Motor Trend, and Automobile. The TV ads, directed by Russ Lamoureux of Hungry Man, Inc. in Los Angeles, Calif., will debut the week of April 5 and are set to run on 10 cable networks in 2004.
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